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Hallmark brings back Barbie


KANSAS CITY, Mo. — Hallmark and Mattel on Wednesday announced a new licensing agreement which will bring the Barbie brand back to Hallmark in 2015. Under the agreement, Hallmark has the rights to create holiday ornaments and plush products in the United States and Canada.


"It's beyond exciting to have Barbie back at Hallmark," said Cindy Mahoney, VP Hallmark Licensing. "The iconic Barbie brand is so beloved by families and collectors alike, particularly Holiday Barbie. And get ready, because we have some creative, quality products planned to celebrate Barbie's return."


The first new products will appear in Hallmark Gold Crown stores in July 2015 for Keepsake Ornament Premiere. Though details are still in development, planned products for 2015 include:


  • Eight Barbie Hallmark Keepsake Ornaments, starting with a Celebration Barbie Bonus Pack featuring the 2013 and 2014 Holiday Barbie Dolls, available exclusively at Hallmark Gold Crown stores;

  • Barbie doll as an itty bittys pint-sized plush, available exclusively at Hallmark Gold Crown stores; and

  • Other Hallmark-branded ornaments available during the holiday season at participating department stores, book stores and mass-channel retailers.

The agreement also includes rights for Hallmark to create products with three other Mattel brands, including Monster High, Ever After High and Hot Wheels. 

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