Candy maker Ferrero, through its Kinder Joy product, is looking to bring a little more excitement to kids’ lives this fall by teaming up with one of the most iconic toy brands around: Barbie.
The two brands have launched a co-branded promotion, Kinder Joy x Barbie “You Can Be Anything,” which will include 12 Barbie-themed toys. In addition, two families will have a chance to win a custom playhouse built around two careers in Barbie’s “Career Line.”
“We hope to support parents as they encourage their kids to dream big and pursue their passions through play,” said Felipe Riera Michelotti, vice president of marketing for Kinder North America. “As a brand, we are always working to help parents create everyday surprises for their children, and we feel this campaign brings that to life.”
The playhouses, built around the career themes of DJ and baker, will be designed and crafted by Charmed Playhouses. The two sweepstakes winners will also receive a sponsored playdate featuring Kinder Joy refreshments and goodie bags. Families can enter the sweepstakes at kinderjoybarbiesweeps.com.
“The playhouses, toys and the shared play that will come with their enjoyment promote communication skills, empathy and understanding through imagination,” Michellotti said.
The “You can be anything” line of eggs features five Barbie characters (DJ, baker, scientist, athlete and movie director) and seven accessories, including rings and bracelets. Each egg will also include a QR code that kids can use with the brand’s newly launched app, Applaydu, for Augmented Reality play.
Partnerships with well-established kids’ brands are not unheard of for Kinder Joy. In recent years, the brand has had licensing partnerships with Disney (Avengers, Frozen) and Illumination studio (Minions). Such combinations are key to the product’s growth strategy, Michelotti said.
“Partnerships help deliver these moments of joy and bonding between kids and parents,” Michelotti said. “Bringing together the Barbie brand’s you-can-be-anything spirit and the delight of possibility inside every Kinder Joy is a powerful combination.”
Ferrero will promote the “You can be anything” eggs and sweepstakes through earned and paid media, Kinder Joy’s social channels and through influencer partnerships.
