You didn’t see this Barbie in the movie.
The toy brand has partnered with lifestyle retailer Roots to celebrate the latter’s 50th anniversary with an exclusive collaboration in the form of a limited-edition doll sporting Roots apparel and a collection of limited-edition clothing for people, too.
“The inspiration for the Barbie x Roots doll came from experiences [chief product officer] Karuna [Scheinfeld] and I share as mothers of children from multicultural backgrounds,” says Meghan Roach, president and CEO of the apparel brand.
“We wanted to embrace the rich diversity of Canadians and our global audience, including our young daughters. Teaming up with Barbie in our 50th anniversary year, we were excited to celebrate how Barbie has empowered young women over the last six decades to follow their dreams, something we are both passionate about as female executives.”
The clothing collection brings both brand identities into the mix by incorporating Barbie’s recognizable pink hues and Roots’ Pine Grove green across the line of apparel and leather accessories. The apparel products are available in a full range of sizes from XXS to 4XL to further promote inclusion.
“This collaboration will offer a chance to relive the nostalgia of both Barbie and Roots with designs and pieces synonymous with Canada, now with a twist of Barbie pink,” says Jennifer Gileno, head of licensing and retail development at Mattel Canada. “We look forward to seeing families create and share meaningful memories wearing these iconic pieces.”
“From having a role in designing the doll with Mattel and Barbie to crafting our handmade Barbie x Roots Varsity Jacket in our leather factory in Toronto, the collaboration came together seamlessly to reflect our shared values of quality, inclusion and fun,” adds Scheinfeld.
The collaboration is launching in select Roots stores across Canada, the U.S. and Taiwan, as well as some third-party retailers.