Roots Collaborates With Barbie on Collection and Doll
Roots, the Toronto-based global lifestyle brand, is recognizing its 50th anniversary with an exclusive apparel and doll collaboration with fashion icon Barbie.
Launching Friday, the limited-edition Barbie doll will be outfitted in Roots’ most iconic styles from head-to-toe. The Roots Barbie sports a Roots Salt and Pepper crew sweatshirt with matching sweatpants, a Varsity Awards jacket with exclusive Barbie decals, TUFF brown boots and a Banff weekender bag. Complementing the doll’s outfit is a limited-edition, 30-piece collection of apparel and accessories across the women’s, kids and toddler categories, ranging from sweatpants and sweatshirts to Varsity jackets, bags and hats.
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Since it began 50 years ago Roots has established itself as a game-changing Canadian heritage brand worn by consumers of all ages, celebrities and athletes. The business generates between 350 million Canadian dollars and 400 million Canadian dollars in global annual sales.
“The inspiration for the Barbie x Roots doll came from the experiences Karuna (Scheinfeld) and I share as mothers of children from multicultural backgrounds,” said Meghan Roach, president and chief executive officer of Roots Corp. “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.”
Steve Totzke, president and chief commercial officer of Mattel, added, “The Barbie x Roots Collection comes together at a meaningful moment in the brands’ respective histories. As a 25-year Mattel veteran and proud Canadian, I am especially excited for this collaboration, featuring products that reflect the legacy of an iconic Canadian company, in what continues to be an incredibly celebratory year for Barbie.”
The collection retails from $38 for the Barbie x Roots medium zip pouch to $998 for the Barbie x Roots Varsity Awards jacket. The size range goes from XXS to 4XL. The doll is encased in custom packaging featuring Roots’ commemorative 50th-anniversary logo.
“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,” said Jennifer Gileno, head of licensing and retail development, Mattel Canada. “This collection has something for fans of all ages and we look forward to seeing families create and share meaningful memories wearing these iconic pieces.”
The Barbie doll sells for $65 and will be sold in select Roots stores across Canada, the U.S. and Taiwan, along with select retailers.
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