Iconic toy brand Barbie launched its new marketing campaign — ‘What Happens When You Play With Barbie?’ — as part of its 50-years celebration of the the style icon’s role in the lives of girls worldwide. During this year’s Mercedes-Benz Fashion Week in New York, Barbie installed the ultimate Dream Closet complete with 24-foot tall, jewel encrusted doors leading into a two-story, 9,000 square-foot set. The pop-up closet, only open on the weekends, also features augmented reality technology “mirrors” that allow users to try on Barbie’s glamorous outfits such as her 50th Anniversary Barbie gown that channels the famous designs of Oscar de la Renta.

Barbie is also relaunching her online presence with a new global destination, BarbieWow.com. Partnering wtih Zugara’s Webcam Social Shopper platform, the online destination allows fans to try on pieces in the Dream Closet through augmented reality. The site also partners with popular affiliates such as Polyvore, Pinterest and Rent the Runway, so that girls can create and shop for real-life looks on the site.

Click the thumbnails below to see more images of the closet:

Barbie Dream Closet

BarbieWow