We're not sure what to make of this, but Barbie is set to open a massive 3400 square meter flagship store along Shanghai's trendy Huai Hai Road.  Hoping to cash in on the China consumer market, Mattel has invested over $30 million to set up the first Barbie worldwide flagship store.  A new set of Asian and Caucasian Barbie dolls have been developed for the grand opening.

A 32-meters high poster, featuring the motto “We Believe in Girls' Dreams”, covers the construction site and is the largest in Shanghai.  The store will include all products and services under the Barbie brand, including toys, fashion decorations, movies, books, appliances, shoes, clothes and home decorations, cosmetics, coffee shop, etc.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in