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Toy maker Mattel Inc., best known for the manufacturing and marketing of Barbie, has launched a new line of clothing especially for women.
Inspired by the styles Barbie dolls have always donned, well-known fashion designers and licensees such as Anna Sui and Stila have partnered up with Mattel in this new project to add Barbie to their designs.
“The limited edition collections include original, designer-specific touches like pink stitching on denim jeans and a retro feel to fabrics and silhouettes,” according to Mattel.
The new line, which will go under the name Barbie Luxe will include jeans, shirts, handbags and jewelry.
The Barbie Luxe brand is being marketed as a specialty collection and will only be available at designer boutiques.
Facing weak sales of Barbie dolls, Mattel hopes their latest venture, aimed at adult women, will improve Barbie’s image and boost sales.
