On March 9, 2010, Universal unveiled the newest addition to its successful Barbie DVD franchise, entitled Barbie in a Mermaid Tale, which received PR support from High Road to drive buzz with media and consumers.

Targeting girls aged 3 to 10 with core target of 3 to 6, as well as their moms, the goal was to generate consumer excitement for the DVD release. Given March was a noisy timeframe for children’s entertainment and consumer products, particularly due to the spring break push, our secondary goal was to push through the clutter to ensure Barbie in a Mermaid Tale maintained share of voice during release time frame.   

To achieve these goals, High Road engaged in a media relations and promotions campaign, as well as a direct-to-consumer screening event with a strong focus on the mommy blogger and online communities.

To drive excitement about the movie with moms and their daughters, Universal and Mattel hosted a Barbie in a Mermaid Tale screening event in Toronto on March 6^th. The event offered an exclusive and engaging experience, highlighting the mermaid and surfing themes as well as the “different is special” message from the film, and featured a visit from “Barbie” herself. Tickets were given away through contesting on mommy blogs and broadcast media.

More than 200 parents and children attended the screening, and over 1,600 watched a video posted to YummyMummyClub.ca and MSN about the event that was produced by the event’s host, Erica Ehm.

Learn more at: http://www.yummymummyclub.ca/barbie_movie_premiere?s=newsletter031810