Forever 21 and Mattel Partner on All-New Barbie® Fashion Collection
Forever 21, leading fashion retailer, today announced its next installment of Forever 21 x Barbie. The brand has once again teamed up with Mattel to launch a new and vibrant Barbie collection just in time for summer. Co-designed by Mattel and Forever 21, the Forever 21 x Barbie exclusive capsule will be available for early access shopping on the Forever 21 mobile app on May 16 and at select Forever 21 retail stores, Forever21.com and virtually on Roblox starting on May 18.
The Forever 21 x Barbie collection is the brands’ most extensive collaboration, featuring a stunning array of 76 pieces across a diverse range of categories, including logo tees, sweatshirts, swimwear, sleepwear, denim shorts, vests, and jackets. Anchored in the iconic Barbie pink hue and complemented by subtle accents of light pink, white, and gray, the collection showcases an array of fashion styles. From sporty pink pieces in Forever 21's best-selling silhouettes to denim garments embellished with sequins and bold dresses that make a statement, the collection offers a wide range of products for the brands’ fashion-savvy audience.
"We're thrilled to reintroduce Barbie to Forever 21 and embrace the growing Barbiecore™ trend that our customers adore," said Winnie Park, CEO of Forever 21. "This captivating collection offers a variety of collectible pieces that perfectly embody our signature trend-forward aesthetic, all while paying homage to the iconic Barbie brand – and at an incredible value. We can't wait for our fans to experience this must-have collection!"
The Forever 21 x Barbie collection showcases expanded sleep apparel, footwear, and fashion bags. Novelty non-apparel items also capture the active-lifestyle spirit of Barbie, such as a rhinestone-encrusted water bottle. Women’s apparel sizes range from XS-XL, plus 0X-3X and kids 5/6-13/14, with prices from $19.99 to $59.99.
Additionally, Forever 21, in partnership with Virtual Brand Group (VBG), has created an AI-designed virtual Forever 21 x Barbie fashion collection available exclusively on Roblox. The brand’s unique metaverse experience Shop City on Roblox allows visitors to build and operate their own fashion store. The virtual collection will mirror the in-store assortment and offer metaverse-exclusive Forever 21 x Barbie designs that include colorful summer-themed formal and streetwear lines, each with radical fabric combinations. A portion of the virtual collection will only be available as a limited edition and all visitors of the experience on Roblox will have an opportunity to claim free Forever 21 x Barbie fashion surprises.
“Virtual fashion is an important part of meeting consumers everywhere they are,” said Jacob Hawkins, Chief Marketing, Omni and Digital officer, Forever 21. “This one-of-a-kind Metaverse Barbie collaboration between Forever 21, Mattel and Virtual Brand Group is at the forefront of bringing physical and virtual products together.”
About Forever 21
Forever 21 is a fashion industry leader making the latest trends accessible to all while inspiring unique style and confidence. With a renewed focus on the customer experience, the brand offers high style designs and fashion basics with compelling values and a dynamic store environment. While driving innovation across e-commerce and digital to expand access and convenience, the brand continues to strengthen its positioning as today’s preferred destination for the fashionable consumer. Forever 21 is located in more than 560 locations globally and online. For more information visit Forever21.com. For more information or to find a store location, please visit: www.forever21.com. Follow @forever21 on Instagram, Facebook and Twitter.
About Mattel
Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe®, Monster High® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.
About Virtual Brand Group
Virtual Brand Group (VBG) is an award-winning metaverse pioneer transforming global brands into virtual businesses. VBG strategizes, builds, markets and operates games, avatar fashion, brand sponsorships and web3 loyalty programs in partnership with intellectual property across entertainment, fashion, sports, beauty and lifestyle. The company has partnered with iconic brands, including Forever 21, Barbie, NBC and The Voice singing competition in 145 territories. Licensing International awarded the company “Best Digital Licensed Product,” for its work building Forever21’s Shop City and has been featured in over 500 top-tier media outlets, podcasts and books. Click here for case studies on how VBG can put you in the metaverse
#JustBeVirtual on Twitter and LinkedIn. For more, visit virtualbrandgroup.com.
MEDIA CONTACTS:
For Forever 21 —
Madison Bell, madison.b@forever21.com
For Authentic Brands Group —
Giana Elenterio, gelenterio@authentic.com
For Virtual Brand Group —
Stacey Levy, stacey@schlossercommunications.com
