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Barbie And Toys"R"Us (Canada) Ltd. Partner to Celebrate Inspirational Girls and Women for Brand's 60th Anniversary Celebrations

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SOURCE Mattel Canada, Inc.

Inspiring girls since 1959, Barbie continues to empower girls and remind them that You Can Be Anything.

TORONTO, Oct. 11, 2018 /CNW/ - Inspiring girls since 1959, Barbie has had more than 200 careers and counting. There isn't a plastic ceiling she hasn't broken and leading up to the brand's milestone 60th anniversary in 2019 Barbie has kicked off its Canadian celebrations with an exclusive program in partnership with Toys"R"Us Canada,  the destination for all things toy-related.

"As International Day of the Girl kicks off around the world, we're encouraged by the theme to further develop existing learning and career opportunities for girls. As a brand that inspires the limitless potential in girls, Barbie is thrilled to be partnering with Toys"R"Us Canada to celebrate Canadian Role Models in honour of Barbie's 60th anniversary," says Krista Berger, Global Senior Director of Marketing for Barbie. "The brand has been inspiring girls for 60 years by allowing them to play out different roles and careers with Barbie and we're proud to also shine a light on real Role Models to remind them that they can be anything."

Throughout the 60-week partnership, Barbie and Toys"R"Us Canada will highlight, showcase and celebrate a diverse group of 60 successful and inspiring women and girls who exemplify the Barbie You Can Be Anything mantra – no dream is too big, no idea is too wild, and no possibility is out of reach – through to the end of 2019. Each week, a new role model will be featured online and in-store at the 82 Toys"R"Us Canada locations from coast-to-coast.

In past years, Barbie has brought the You Can Be Anything program to life in Canada by enabling girls to live out their career dreams through one-on-one, in-person learning events. Last year, five enthusiastic young girls experienced individually-tailored professional experiences with mentors including celebrity chef and co-owner of CHARCUT, Connie DeSousa, and farmer and international director of the Global Farmer Network, Cherilyn Nagel, who will both be highlighted as 60th anniversary Role Models this year.

As a taste of what's to come, Barbie's 60th anniversary celebrations will also include in-store play events at Toys"R"Us stores, where kids can participate in themed Barbie activities, unique demos and Snapchat filters. Special promotions and limited-edition Barbie merchandise will also be available for purchase, including apparel, luggage and accessories.

"Recognized as a leader in Canada's toy industry, we're honoured to be partnering with Barbie for her 60th anniversary celebrations," says Melanie Teed-Murch, president, Toys"R"Us Canada. "We know wonder and imagination begins with play. For young girls, Barbie sparks admiration and inspires them to be anything they want to be. We look forward to playing a part in empowering children who will become our leaders of the future."

Celebrations All Year Long

Barbie's official 60th anniversary lands on March 9, 2019, and the celebrations will continue all year long with events, consumer contests and female-forward content. Additional Role Models who will be highlighted at Toys"R"Us locations in the coming weeks include singer/songwriter Sarah Webber, professional soccer player Ashley Lawrence, and Diana Legacy Award recipient Faith Dickinson among others.

"It's been so exciting to see Barbie evolve into such a great role model and a champion for STEM," says Lauren Voisin, Co-founder, Robots Are Fun. "My sister Ashley and I were overjoyed when we learned about the Robotics Engineer doll. It's proof that our passion for robotics is becoming more widely known to girls, and that girls are being encouraged more and more to see engineering and tech as a career possibility."

Canada is the first country globally to kick-off Barbie 60th anniversary celebrations and will continue to share content throughout the year on the Barbie Canada Facebook page. Role Models will be featured here weekly and monthly on the Toys"R"Us Canada Instagram account. Additional information about Role Models and Barbie Career dolls can be found in-store or online at http://toysrus.ca/BarbieRoleModels.

About Mattel 
The Mattel family of companies (Nasdaq: MAT) is the worldwide leader in the design, manufacture and marketing of toys and family products. Mattel's portfolio of best-selling brands includes Barbie®, the most popular fashion doll ever produced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends® and Fisher-Price® brands, including Little People® and Power Wheels®, MEGA® Brands, including MEGA BLOKS® and RoseArt®, as well as a wide array of entertainment-inspired toy lines. In 2013, Mattel was named one of the "World's Most Ethical Companies" by Ethisphere Magazine and in 2014 ranked No. 5 on Corporate Responsibility Magazine's "100 Best Corporate Citizens" list. With worldwide headquarters in El Segundo, Calif., Mattel's companies employ nearly 30,000 people in 40 countries and territories and sell products in more than 150 nations. At Mattel, we are creating the Future of Play. Visit us at www.mattel.comwww.facebook.com/mattel or www.twitter.com/mattel.

About Toys"R"Us
Since 1984, Toys"R"Us Canada has been Canada's leading dedicated specialty retailer of toys and baby products.  As Canada's trend authority in toys and baby products, the company brings national brands, exclusive products, innovative loyalty programs and unique partnerships to Canadians at its 82 stores across Canada and through its e-commerce sites Toysrus.ca and Babiesrus.ca.  Committed to giving back to our communities, we focus our charity efforts on supporting children and their families whether enhancing resources and services, helping development through play or offering distraction and encouragement to seriously ill children.  Toys"R"Us Canada is a subsidiary of Fairfax Financial Holdings Limited.  For store locations and convenient online shopping, visit www.toysrus.ca and www.babiesrus.ca.

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