Consumer Products

Mattel goes retro to keep Barbie cool

The Totally Throwback Tour will visit 16 cities across the US with exclusive consumer products in celebration of the brand’s 60th anniversary.
July 31, 2019

Mattel is taking its anniversary celebrations to the streets with the Barbie Truck: Totally Throwback Tour.

The tour launches today at the Barbie Convention in Kansas City, Missouri, and will visit 16 cities across the US over the next year. The brand extension includes exclusive apparel and accessories with a retro twist (think iridescent fanny packs, cassette-inspired wallets and stonewashed jackets).

Mattel’s Totally Throwback Tour is the most recent in a raft of content, events and consumer products celebrating the fashion doll’s 60th anniversary. Additional events include a recent pop-up experience in New York and the Barbie “Be Anything” Tour, which will stop at 36 Walmart locations across the US. Anniversary-specific consumer products, meanwhile, include the Barbie Career 60th Anniversary doll collection and the Proudly Pink Barbie range.

The tour also takes advantage of the retro trend, which includes all things Stranger Things-themed as well as King Features Syndicate taking StudioMDHR’s popular video game Cuphead, which is inspired by classic 1930s cartoons like Betty Boop, further into merchandising and original content with new consumer products and an animated series on Netflix.

About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at


Brand Menu