Mattel has announced that Barbie has put her Dreamhouse on the market, in the first move of a yearlong global brand campaign.
Barbie’s fictional Malibu, Calif., home is now listed for $25 million on the online home marketplace Trulia.com, and Barbie will now set out on a worldwide tour to find a new dream home.
The tour campaign will include a series of live events, online engagement and retail touch points that will include a newly designed 2013 Dreamhouse from Mattel, complete with two pink elevators.
The new live event, Barbie The Dreamhouse Experience will debut in March on two continents–in Florida in the U.S. and in Berlin, Germany. Inspired by the web series “Barbie Life in the Dreamhouse,” the interactive installation lets fans take a look inside Barbie’s pink palace.
Also in March, Royal Caribbean International will launch the Barbie Premium cruise experience fleetwide. The package lets girls sleep in Barbie-themed staterooms, attend a Barbie tea party and design Barbie outfits while on the high seas.
Mega Bloks has lunched a new Barbie-themed line of construction toys, including the Dreamhouse-inspired Luxury Mansion set.