Barbie Shanghai diversifies to F&B

Shanghai - To further extend Barbie Shanghai as a fantasy like Barbie-themed destination, the company has launched three gourmet outlets including a premium chocolate line under the brand.

The "unapologetically all girl" Barbie brand has engaged celebrity chef David Laris to turn its three gourmet outlets into "fun and sophisticated dining destinations" within its six-level flagship store.

Seth Grossman, managing director for Carat Shanghai, said the umbrella media strategy is focused on getting women of all ages to visit the Barbie store. 

He said they have a wide range of media channels that were used in the campaign from a Channel Young partnership in Shanghai to an engaging activity with the Shanghai Children's channel. Grossman added that from time to time, they will focus on editorial efforts to build awareness of key brand experiences such as the restaurant. 

However, he said the editorial is a supplement to the buzz that is happening within the social media context. Grossman explained that social media is not only about what you can buy but about what you can earn. 

This includes launch activities from programming partnerships to in-store experiences, which consumers are talking about the Barbie flagship store on bulletin boards, Instant Messenger and on their blogs. 

"We have taken a platform that we own - the store experience - and created earned media that has consumers being the advocates for our brand.  That's about as powerful an endorsement as possible, " he said.

The outlets at Barbie Shanghai include the Barbie Cafe, which occupies the entire top floor and headed by New York chef Tessa Thompson, the Pink Room, a ladylike tearoom for classic high teas and contemporary sweets and chocolates and the B Bar that serves a range of cocktails and opens till 2am on weekends.    

Laris has also developed a premium chocolate line under the "Barbie Loves Chocolate" brand that includes chocolate bars, chocolate gift boxes and deluxe gourmet truffles.

"As a brand, I am inspired by Barbie to constantly stay relevant, fashionable and hip," Laris said.

"Because of Barbie, we have continued to expand the product range with contemporary, cutting-edge results that we believe truly represents today's Barbie brand."

The food and beverage outlets at Barbie Shanghai targets girls of all ages including families on weekends and business people looking for a quick and healthy lunch. They are also used to cater birthday parties, hosting children's cooking and food art classes, private functions and corporate events.