Barbie is not only a global cultural icon: it is today one of the strongest brands in the toy market. As part of Mattel’s goal of encouraging the next generation, Barbie is committed to pursuing three priorities: representation, empowerment and environmental impact.
2026 will be a strategic year thanks to the new Barbie Nutcrackers launches, which further expand the narrative universe of the brand, offering licensing partners new activation opportunities in fashion, lifestyle, entertainment and consumer products. With a multi-generational global fanbase, recognizable aesthetics and strong cultural resonance, Barbie continues to be a magnet for high-impact collaborations.
LicenzianteMattel
Mattel is a leading global toy company with one of the strongest portfolios of family and children’s entertainment franchises worldwide.
