Barbie 'StreamHouse' to pop-up in NYC as part of collaboration with Verizon
In a first-ever partnership, Mattel’s Barbie and her friends will star in Verizon’s holiday marketing campaign.
The campaign, which will ran across digital, TV, social media and outdoor billboards, will turn the iconic Barbie DreamHouse turn into a “Barbie StreamHouse” powered by Verizon. It will capture all the ways Verizon Home Internet powers every room of Barbie’s home — including gaming and connected home devices, according to Verizon.
As part of the collaboration, a life-sized replica of the Barbie DreamHouse has been transformed into a Barbie StreamHouse pop-up. Visitors to the pop-up, located in Manhattan’s SoHo neighborhood and open Dec. 12-15, will be guided through the house via a mobile experience hosted by Barbie. It will include holiday photo opportunities, interactive games, surprises, giveaways and more.
The space will also offer a a virtual shopping experience featuring the holiday gifts from Barbie and Verizon. A few Verizon customers who attend the pop-up will have the opportunity to score exclusive merch, t-shirts, customized phone cases and other items.
“The holiday season is an incredibly special time for Verizon and our customers, and we wanted to do something big, entertaining, and first-of-its-kind,” said Leslie Berland, executive VP, chief marketing officer, Verizon. “The Barbie StreamHouse brings to life the magic of Barbie and friends, powered by Verizon Home Internet and all the ways our customers live and play."
Through a partnership with Barbie Dream Gap Project, a multi-year global initiative created to raise awareness around limiting factors that prevent girls from reaching their full potential and Girls, Inc., New York City (a girls’ leadership organization equipping girls to reach their full potential), Mattel Philanthropy and Verizon will be hosting 100 students for a special Barbie StreamHouse experience. In addition to enjoying all the StreamHouse has to offer, students will enjoy a behind-the-scenes look at Verizon technology, and receive holiday play kits with Barbie toys and merchandise.
“When Verizon tapped Barbie to bring her signature star power and cultural cachet to their holiday campaign, we both saw the perfect opportunity to create something extraordinary for our fans that spans generations,” said Lisa McKnight, executive VP and chief brand officer, Mattel. “Bringing this landmark partnership to life through compelling content and a life-size Barbie StreamHouse, inviting fans to step into the collaborative world of Barbie and Verizon, represents our shared passion for engaging our audiences in unexpected ways.”
