The Joe Fresh Style®Brand Designs Limited-Edition BarbieTM Apparel Collection for Women and Girls
TORONTO, Nov. 3 /CNW/ - The Joe Fresh Style® brand has partnered with Mattel® to create a limited-edition collection of BarbieTM branded sleepwear and intimates for women and girls. BarbieTM Loves Joe Fresh® apparel launches November 1, 2010 and will be widely available at Loblaw banner store locations across Canada where Joe Fresh Style® apparel is available.
"We could not have found a better partner to collaborate with than Mattel and Barbie," says Joe Mimran of Joseph Mimran & Associates, Creative Director, Apparel, Home and Entertainment for Loblaw Companies Limited. "We are excited to bring these stylish and affordable fashions featuring an important icon, Barbie, to our Joe Fresh customers."
The limited-edition 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. 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.
"Barbie's head-turning style has made her a fashion icon and the most popular doll in the world. The Barbie Loves Joe Fresh line celebrates the playful spirit of Barbie and the versatile style and comfort of Joe Fresh apparel," says Samantha Taylor, Senior Manager, Licensing, Mattel. "We're so excited to partner with the Joe Fresh Style brand and encourage Barbie girls everywhere to dream big, continue to explore a world without limits, and do it all with great style."
To celebrate the launch of Barbie Loves Joe Fresh, consumers can enter an on-line contest for a chance to win the Barbie Ultimate Sleepover for 10. Also, in-store Barbie Loves Joe Fresh events for kids will be hosted at select stores across the country.
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 BeautyTM, 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:
Joe Fresh Style: Carla MacNeil, Jane Gill & Associates, 416.922.4404, ext 23, [email protected] OR
Alison Lawler-Dean, PR Specialist, Joe Fresh Style & PC Home, Loblaw Companies Limited, 416.516.5233, ext 1424, [email protected]
Barbie: Naz Araghian, GCI Group, 416.486.7225, [email protected]
Share this article