Barbie® Honours Canadian Designer, Joe Mimran, With One-of-a-Kind Look-a-Like
Doll

Joe Mimran Joins a very Select Group of Celebrities that Include Karl Lagerfeld, Oprah Winfrey and JK Rowling

TORONTO, Dec. 13 /CNW/ - To celebrate the recent collaboration between the Joe Fresh Style® brand and Barbie®, Mattel has created its first Canadian one-of-a-kind doll in the likeness of the larger than life fashion icon, Joseph Mimran. A specialist team of five Mattel designers, stylists and cosmeticians worked together over the span of three months, and brought the magic and authenticity of Joe Mimran's individual style to life (in plastic) in the form of this unique doll.

"Barbie is thrilled to salute one of our great Canadian designers and add him to a very select group of celebrities in fashion, music and entertainment," says Samantha Taylor, Senior Manager, Licensing, Mattel. "We are also very excited to partner with the Joe Fresh Style brand for a limited collection of vibrant apparel and encourage Barbie girls everywhere to dream big, continue to explore a world without limits, and do it all with great style this holiday season."

The one-of-a-kind 11.5" doll, which was presented to Mimran on Thursday, December 9, 2010, features his unique face-sculpt, skin-tone, hairstyle and clothing including a blazer, dark jeans, white dress shirt and his signature velvet loafer shoes. Mattel's Tammy Abang, principal designer on this project, has created one-of-a-kind Barbie® dolls for celebrities and world-renowned designers, such as Karl Lagerfeld, Ralph Lauren, Rachel Zoe, Oprah Winfrey, JK Rowling, Janet Jackson, Will Smith and Arnold Schwarzenegger to name a few. One of a kind Barbie® dolls are created in-house at Mattel's head offices in El Segundo, California and are reserved only for high-profile celebrities and significant partnerships. Joe Mimran is the first Canadian celebrity to be awarded this exclusive gift and one of the few males to make the high-profile list.

"I am thrilled to be honoured by Barbie with my own look-a-like doll, says Joe Mimran of Joseph Mimran & Associates, Creative Director, Apparel, Home and Entertainment for Loblaw Companies Limited.  "What a fun way to celebrate the Barbie^TM Loves Joe Fresh® collection that brings Barbie's playful spirit to life through stylish and affordable fashions, which is what Joe Fresh is all about."

The limited-edition Barbie Loves Joe Fresh collection is comprised of items for women and girls including: sleepwear sets and separates as well as boyfriend-style underwear, all priced from $6 to $14 and in stores now. The collection also features a Barbie Loves Joe Fresh tote bag for $2. The colour palette combines light and dark pinks with white and black, and the designs feature cute animal graphics, argyle patterns, Barbie's silhouette and the Barbie logo. For more information regarding the limited Barbie Loves Joe Fresh Collection, please visit www.joe.ca/Barbie.

About Loblaw Companies Limited
Offering Canadians stylish, fresh and affordable apparel and accessories for all seasons, the Joe Fresh Style® brand is Loblaw Companies Limited's answer to Canadian consumers' desire for accessible, of-the-moment style. Creative Director, Joseph Mimran of Joseph Mimran & Associates, oversees a line that features more than 400 items, from chic footwear to the latest in outdoor fashions, enabling today's busy Canadian consumer to shop for fashion right where she shops for food, health and home, and achieve a great look without breaking the bank. Joe Fresh Beauty^TM, an inspired collection of stylish and well-priced beauty products, was launched in 2009.

Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food distributor and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ over 138,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh Style® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.

About Mattel
Mattel, Inc., (NYSE: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica:® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of the 100 Most Trustworthy U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate Citizens by CRO Magazine. Committed to ethical manufacturing practices, Mattel marks a 10-year milestone in 2007 for its ever-evolving Global Manufacturing Principles and focus on sustainable business practices.  With global headquarters in El Segundo, Calif., Mattel employs more than 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands - today and tomorrow.

For further information:

Shelley Fremont, GCI Group, 416.486.5921, [email protected]
Carla MacNeil, Jane Gill & Associates, 416.922.4404, ext 23, [email protected]