Mattel Shoots For Stars With Pro-Sports Barbie

NEW YORK- She used to be the pretty cheerleader who watched her boyfriend Ken play sports from the sideline. Now Barbie, the beautiful All-American collectible, is leading the charge into the sports licensed category on her own.
After recently signing licensing agreements with the WNBA, FIFA Women's World Cup, NBA, and NASCAR, Mattel Inc.- the California-based manufacturer of children's toys-is now featuring Barbie playing pro sports, predicting that Barbie's new pro-league attitude can influence a wider, sports-driven distribution.
"She's not a spectator anymore, she's bigger than that," said Mattel spokesperson Julia Jensen.
This year, pro sports-influenced Barbie dolls made debut appearances track-side at the NASCAR Brickyard 400 race at the Indianapolis Motor Speedway. Dressed in authentic NASCAR driving uniforms, the Barbie dolls impressed many race car drivers-both male and female.
"In all honesty, it's pretty neat to have an American icon like Barbie in NASCAR racing," said Jeff Burton, No. 99 Ford, in a statement. "You don't have to be of the male gender to be a successful Winston Cup Race Car Driver. I don't see Ken in a racing uniform so maybe Barbie's a better driver."
NASCAR Busch Grand National driver Patty Moise echoed Burton's comments. "NASCAR has enabled me to fulfill a life-long dream to compete in racing," she said in a statement. "I hope NASCAR Barbie will inspire more young women to go after their dreams."
Retailers are hoping she'll attract more customers to their stores.
"Barbie is very important to our entire program this year," said Sears spokesperson Maryann O'Rourke, noting that NASCAR Barbie will be the biggest sports-related Barbie, in addition to the WNBA Barbie doll due at Christmas time, for Sears. "Barbie is an important part of our assortment for the Holidays."
Toy Manufacturers of America, Inc., a trade association for the toy industry, has already placed the WNBA Barbie doll on its preliminary "hot list" for Christmas, which is based on expected dollar amounts and units sold.
"We look forward to the availability of the WNBA and NASCAR Barbie doll occurring at Kmart," said Kmart spokesperson Laura Mahley. "We think the sport extension of Barbie will be a wonderful addition to all the different kinds of Barbies within the assortment."
The WNBA and NASCAR Barbie dolls will hit shelves in the fall, shortly followed by a line of commemorative NBA Barbie dolls later in the year. A FIFA Women's World Cup Barbie doll will follow in January 1999.
But Barbie isn't just inspiring girl athletes on the field. She'll soon be doing it with her own sports apparel line, too.
Through an expanded licensing agreement with Mattel, The Haddad Apparel Group plans to sell Barbie Sport, an apparel collection that reflects the active and athletic lifestyle of today's girls. The Barbie Sport collection, which includes bodywear, active sportswear, headwear and sports bags, debuted this month at the All-Star Cafe in Manhattan.
"The response has been unbelievable so far," said VP Sam Haddad, noting large requests from stores such as Macy's, FAO Schwartz and Kids Footlocker.
Haddad said he plans to sell Barbie Sport through all channels of distribution, including large box stores such as Champs. (Basketball, Soccer, Women)