Barbie dolls are no strangers to fashion collaborations. Since 1959,
the doll has been dressed by numerous fashion brands and designers
creating limited editions that appeal to collectors worldwide.
Balmain, Moschino, Vera Wang, Diane von Furstenberg, Oscar de la Renta
and many others have had the privilege to dress this iconic character.
The Karl Lagerfeld Barbie launched in 2014, for example, sold out
immediately, and collectors can now only find her on sites like Ebay
where the price exceeds 7,000 dollars.
Although these collaborations have usually involved international
brands, in 2022 the Mattel brand decided to bet on a different type of
collaboration to honour Day of the Dead reaching out to a Mexican
designer. Would it be just as successful?
Co-branding strategies have grown stronger throughout the years.
According to a study from Visual Objects, 71 percent of consumers
enjoy co-branding partnerships.