Business Intelligence on Retailing, Franchising, and Consumerism in China

First Barbie Flagship Store Planned For Shanghai

The world's first Barbie flagship store will be opened in Shanghai in March 2009 to coincide with the 50th anniversary of the doll.

With a history of 50 years, Barbie has been sold in more than 150 countries and regions around the world. Although it entered the Chinese market only seven years ago, the Barbie doll has been sold in toy shops, supermarkets, and department stores in more than 200 Chinese cities. That is why the company selected Shanghai to open its first flagship store worldwide.

Located in the Huaihai Middle Road, the Barbie Shanghai store is a six-floor building with a construction area of about 3,500 square meters, featuring several areas, including a design camp, a fashion show, a Barbie photography area, a Barbie spa and beauty center, a Barbie themed shopping area, and a cafe. Products sold in the store include apparel, accessories, jewelry, electronic products, books, candies, and toy sets.

Richard Dixon, Mattel's vice president of Barbie Worldwide, said Barbie hopes to cooperate with Chinese local toy brands to create Barbie as an innovative toy brand that in suitable for people of all age levels.

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