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MGM to create big screen Barbie

Barbie is about to get the Hollywood treatment. MGM Consumer Products, a division of MGM Inc., has signed an exclusive worldwide licensing agreement with Mattel, allowing it to produce a line of limited edition collectible Barbie dolls, doll clothes and accessories....
September 1, 1998

Barbie is about to get the Hollywood treatment. MGM Consumer Products, a division of MGM Inc., has signed an exclusive worldwide licensing agreement with Mattel, allowing it to produce a line of limited edition collectible Barbie dolls, doll clothes and accessories. The products will be based on MGM’s Classic Collection, one of the subbrands that makes up its recently created branding strategy, MGM Brand Portfolio. The first product to come out of the agreement, MGM Golden Hollywood Barbie promises to outfit the world’s number one selling doll for girls with all the glitz and glamour of women’s fashions from classic MGM movies of the 1950s. While Mattel has yet to decide on the price point, or a distribution method, Sean Fitzgerald, VP of communications at Mattel, says the company is considering the direct marketing route, using the Pleasant Company, which Mattel acquired in June.

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