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Turner Media Innovations brings Barbie to life

Turner Media Innovations brings Barbie to life

Turner Media Innovations (TMi) is delighted to announce a major sponsorship campaign with Mattel for its leading fashion doll brand Barbie.  Set to run on Turner Broadcasting kids channel Boomerang, the campaign will support Mattel’s core product range Barbie Life.

Negotiated by Carat Sponsorship, the Barbie Life ‘LOL (Laugh Out Loud)’ campaign will run from August until December and will see a different product promoted each month. 

For each month of the campaign an individual web drive spot will be created, driving to a specially created Barbie microsite on  The spots will also promote an exciting new Barbie competition.

In a move to bring Barbie to life, for the first time viewers will be given the chance to ask the celebrated doll a question.  Three of the best questions submitted on will be answered by Barbie online and the overall competition winner will get to ask their question on-air on Boomerang.

There will be a host of additional online activity around key products in the Barbie Life range, alongside retail communications providing direct links to purchase.  Retailer tie-in will also include in-store promotion.

As part of the ‘LOL (Laugh Out Loud)’ campaign, viewers will get to see Barbie comically parodying herself.  This kicks off a new brand strategy for Mattel in order to make Barbie more fun, edgy and aspirational.

Adam Eagle, Director of Sponsorship & Promotions at Turner Media Innovations says:

“We’re delighted that Mattel chose us to launch such a high profile campaign for Barbie, particularly in her iconic 50th year.  A key element of TMi’s offering is working collaboratively with retailers to deliver synchronized campaigns that result in footfall for clients. 

With its unique mechanic and great creative produced in-house, we’re confident we’ve hit the mark with this one.”

Trine Hammer Frausing, Mattel Girls Senior Marketing Manager commented: “The Barbie brand is already a category leader in terms of kids’ TV investment, however, we’re always looking to make our initiatives work harder for us.  This campaign with TMi offers not only a content-rich experience for girls but also helps consumers identify key retailers to activate purchase.  It is just one of a number of initiatives being undertaken to engage girls and customers in the Barbie brand.”

For further information:

Yinka Akindele, Press Officer, 020 7693 1105,

Gail McCulloch, Trade PR Assistant, 020 7693 0864,

Jacey Bunker, Account Manager, PR, 01628 500 111,

About Turner Media Innovations

Turner Media Innovations (TMi) offer a new media consultancy service which combines Ad Sales, Sponsorship & Promotions, Digital Media, Creative and Research to deliver bespoke advertising solutions.

TMi secures spot advertising and creates original campaigns for clients across Cartoon Network, Cartoon Network Too, Boomerang, Cartoonito, Turner Classic Movies (TCM), Adult Swim and Nuts TV.

Since launching in 2007 TMi continues to generate revenue across a range of platforms, including television, online and gaming, with the ability to incorporate licensing and  merchandising. Recent case studies can be viewed on the website


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