The new agreement between Mattel and the National Opera is geared specifically toward promotion of Barbie in the Nutcracker, the first computer-animated full-length feature film starring Barbie, slated for nationwide direct-to-video release in France next autumn.
The partnership holds promise for both sides: The Opera will receive undisclosed financial support for its varied youth-oriented activities nationwide, while Mattel will be allowed to conduct ballet-related marketing tie-ins to the upcoming film, such as contests offering tours of the Opera and dance demonstrations or private, on-site screenings of the film.
Advertising for the film -- as well as a series of new dolls and accessories linked to its release -- will be handled by WPP Group's Ogilvy & Mather Worldwide, Paris, Mattel's longtime French agency for the Barbie account. -- Lawrence J. Speer
Copyright May 2001, Crain Communications Inc.