Mattel has opened its six-storey flagship Barbie store in downtown Shanghai in a bid to relaunch the brand, counteract dropping sales elsewhere and mark the famous doll’s 50th anniversary.

 

While Barbie and Barbie products are considered toys primarily marketed at young girls, the Barbie super store in Shanghai is aimed at women and girls of all ages.

The 35,000-square-foot store at 550 Huaihai Road boasts a US$10,000 wedding dress designed by Vera Wang, Barbie apparel and accessories in women’s sizes, a luxury spa, a Barbie café – designed by Australian food and restaurant consultant David Laris – and a gourmet chocolate brand also inspired by Laris.
Mattel fourth quarter sales in 2008 dropped 11 percent to US$2 billion and operating income was down 36 percent.