Pinterest goes big for Barbie in virtual design tool pilot
Pinterest is testing a new solution to help users visualize interior decorations — with a special interactive experience for Barbie fans.
The visually oriented social platform is running a beta test of Restyle. It lets eligible English-language Pinterest users in the U.S. and Canada take or upload a photo of a room, piece of furniture or decor item and then use Restyle to add an object, change an item, erase an element or edit a scene with a text prompt.
Restyle uses Pinterest Intelligence, which combines the platform’s first-party signals and visual understanding technology. Within Restyle, Pinterest is launching an exclusive Barbie experience that is accessible via official Barbie content, select search terms and curated boards on the Barbie Pinterest profile.
To get started, users can upload a photo of their room and use Restyle to transform it with one of five signature Barbie DreamHouse style edits, which are described as mid-century Americana, chalet chic, superstar glam, Victorian romance or modern coastal. Users can then add or swap decor with other Barbie-themed items. According to Pinterest, searches for “Barbie DreamHouse aesthetic” are up 72%.
Through November, Pinterest will also promote its new Barbie design and shopping experience with a custom-pink, 26-foot truck known as the official “Barbie is Moving” truck that will make stops in New York City, Dallas and Los Angeles. The interior has been transformed into a pink Barbie experience that enables consumers to try out Pinterest Restyle live, explore interactive elements across the venue, snap photos, and unlock exclusive giveaways throughout the activation.
“People come to Pinterest to discover ideas and make them their own," aid Sara Pollack, VP, global head of consumer marketing, Pinterest. "Barbie has inspired generations to imagine what is possible. Together, we’re giving people a playful new way to see those possibilities in a space that is uniquely theirs and to shop for products they love.”
Numerous retailers and have partnered with Mattel on various Barbie-themed products and experiences since the release of the highly successful Barbie film in 2023. Another notable interactive virtual shopping experience was offered that year when fast—fashion retailer Forever 21 launched the “Forever 21 x Barbie” capsule on its mobile app and e-commerce site, as well as at select stores, and virtually on the Roblox immersive gaming platform.
[READ MORE: Forever 21 brings Barbie back to the metaverse]
"Barbie has remained a cultural force for more than six decades by continually inspiring creativity, style and self-expression,” said Mahta Eghbali, VP, strategic partnerships & alliances, Mattel. “As we celebrate the all-new Barbie DreamHouse, our partnership with Pinterest extends that inspiration beyond play and decor dreams, giving fans new ways to discover DreamHouse ideas and use Pinterest ReStyle to bring their own dream spaces to life."
