Multi-award-winning creative brand experience experts, N2O, are delivering an immersive retail experience for Barbie, placing play at the forefront.
The experience will promote the launch of Barbie POP Reveal, showcasing the new product’s key features: unboxing, scent and unique play. A Barbie ‘play roundabout’ will have four zones, each themed to the brand-new product line and incorporating a trend-driven theme.
Children will begin their journey at the first roundabout station, receiving a ‘Passport to Play’ to guide them in their play experience. At each station, fans will receive a stamp to complete their passport, which they can take home as a keepsake memento. Further stations feature slime and ice cubes for hands-on fun, bringing to life the toy’s key features. To complete their fun experience, the activity also includes a photo opportunity, taken on a retro Polaroid camera that can be added to the passport, further supporting the reveal theme features. Plus, there’s a secret message to reveal at home!
Eirian Jones, Head of Customer Marketing at Mattel, said: “This retail experience is all about encouraging customers to get really hands-on with the Barbie POP Reveal products, being immersed in the unique elements and unboxing surprises. We’re sure kids and parents will enjoy the experience in the run-up to Christmas, and N2O has done a fantastic job in creating this activation.”
Daljit Babber, Art Director at N2O, said: “This was such a fun project to work on, bringing to life the much-loved aspect of kids’ play: unboxing! Showcasing each of the products’ features through a hands-on experience has been fantastic, and the keepsake passport encourages kids to keep engaging with Barbie POP Reveal beyond the campaign. It’s been so exciting to create a retail experience for the iconic Barbie brand.”
The Barbie Pop Reveal play experience is live at selected Tesco stores from 3rd to 12th November.