Barbie Branded Sleepwear Joins Loblaw's Private Label Joe Fresh Line

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November 9, 2010

Through a partnership with Mattel, Canadian retailer Loblaw has launched a limited edition line of Barbie-branded sleepwear and intimate apparel for women and girls under the Barbie Loves Joe Fresh private label.

The collection is comprised of items for women and girls including: sleepwear sets and separates as well as boyfriend-style underwear, all priced from $6 to $14. The collection, which also features a Barbie Loves Joe Fresh tote bag for $2, features light and dark pinks with white and black, and the designs feature cute animal graphics, argyle patterns, Barbie's silhouette and the Barbie logo.

"We could not have found a better partner to collaborate with than Mattel and Barbie," said Joe Mimran of Joseph Mimran & Associates, Creative Director, Apparel, Home and Entertainment for Loblaw Companies Ltd. "We are excited to bring these stylish and affordable fashions featuring an important icon, Barbie, to our Joe Fresh customers."

To celebrate the launch of Barbie Loves Joe Fresh, consumers can enter an on-line contest for a chance to win the Barbie Ultimate Sleepover for 10. Also, in-store Barbie Loves Joe Fresh events for kids will be hosted at select stores across Canada

"Barbie's head-turning style has made her a fashion icon and the most popular doll in the world. The Barbie Loves Joe Fresh line celebrates the playful spirit of Barbie and the versatile style and comfort of Joe Fresh apparel," says Samantha Taylor, senior manager of licensing for Mattel.

The Joe Fresh Style brand is “Loblaw’s answer to Canadian consumers' desire for accessible, of-the-moment style,” which includes more than 400 items, from footwear to the latest in outdoor fashions. Joe Fresh Beauty, a collection of stylish and well-priced beauty products, was launched in 2009.

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