01/09/2007 10:13:00 PM 
This partnership is a great move for Mattel because although Barbie is still the most popular doll in America, it has been challenged by Bratz dolls that are slowly creeping up on them. Mattel needed to secure Barbie's top-position and keep the brand fresh.
There is nothing new about Barbie brand extensions - there's Barbie clothes, lunchboxes, cd players, kid-cars, pool toys, kitchen products, etc. They even already have Barbie make-up. So what's so unique about this Barbie make-up?
This will be the first Barbie line FOR ADULTS. This isnt a bad idea - here's why:
People (especially collectors) love limited edition products. Retro-chic is so hot right now. Mattel has had great success with spewing out Barbie collector's editions - here's one more. But most interestingly, the reason why we think this will be successful is because of brand nostalgia. Barbie has been around since 1959 - that means that just about every woman 40 and younger, raised in America, has "played Barbie."
Estee Lauder's MAC (known to be a little racy) will release the make-up line this February. They will also be releasing the collectors edition MAC Barbie, decked in hot pinks and electric greens, and of course wearing some eye shadow. It seems, to Estee Lauder, pink is the new black.
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