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Girl brands embrace the fine arts

Two high-profile girls properties are strengthening their ties to renowned arts communities and building brand associations with the high-end elegance of ballet and classical music in the process.
February 1, 2007

Two high-profile girls properties are strengthening their ties to renowned arts communities and building brand associations with the high-end elegance of ballet and classical music in the process.

In support of a new Angelina Ballerina DVD and publishing program rolling out this year, HIT Entertainment’s dancing mouse will make guest appearances at matinee performances of the American Ballet Theater, starting in March. A costumed character will greet ballet-goers in the lobby, showing off her amateur pliés and arabesques, and posing with kids for photos. Angelina DVDs, books and T-shirts will also be available for sale at performances.

Meanwhile, across the pond, Angelina will take the stage with a cast of eight dancers from the English National Ballet in more than 100 live performances scheduled over 12 weeks in 20 venues across the U.K. After each show, kids will have the opportunity to take part in an Angelina Ballerina Dance Academy class.

The new DVD, Angelina Ballerina: Angelina Follows Her Dreams, bows in April, and Penguin Young Readers Group is releasing more than 15 Angelina titles this year, including My First Ballet Class in January and Let’s Dance in May.

While Angelina limbers up at the ballet, Barbie will be the star of several symphony dates in ’07. Partnering orchestras around the world will play scores from Barbie’s Princess direct-to-videos (including classical compositions by Tchaikovsky and Beethoven), while scenes from the movies are broadcast overhead on a big screen. The show debuts at the Columbus Symphony this month, before embarking on a global tour for the rest of the year.

Barry Waldo, senior director of entertainment marketing and strategy at Mattel, says the company may sell Barbie merch at performances if audience feedback indicates enough demand. In the meantime, the toyco is working with each symphony to conduct TV and radio contests and direct marketing campaigns with season ticket-holders

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