Hang Lung Properties has rolled out a party for Barbie’s 60th birthday, with a celebration for the legendary doll at six shopping locations in Hong Kong; Fashion Walk, Grand Plaza, Hollywood Plaza, Gala Place, Kornhill Plaza, and Amoy Plaza. As part of the “You Can Be Anything” campaign running between 16 July and 30 August, the campaign includes a gigantic Barbie installation, a Barbie collectables exhibition, a pop-up store, a redemption programme, and a massive lucky draw across all the participating malls.
Since its launch in 1959, Barbie has been positioned as a fashion icon and has collaborated with a wide array of international labels. As part of the “You Can Be Anything” campaign, Fashion Walk has set up a 2.5 meters tall Barbie wardrobe at the Atrium. Painted in shocking pink and matched with a turquoise and black mosaic pattern, the wardrobe features Barbie’s latest Japanese-style clothing and shoe collection.
Complementing the wardrobe is a “Barbie 60th Anniversary Showcase” exhibition featuring 60 exclusive Barbie collectables from across the generations of its existence, as well as a range of limited editions designed by multiple global brands. In addition, two photo booths have been set up on Food Street for fans to snap a selfie in life-size doll boxes.
Furthermore, a SoCal-style Barbie Food Truck will be parked on the first floor of Fashion Walk, where shoppers spending HK$200 or above at any of the mall’s outlets can redeem a Barbie-themed chocolate doughnut sournier created by the self-service baking studio, Bake Your Own.
During the campaign period, Hang Lung Properties will be collaborating with various merchants to bring more offers to customers. Fashion Walk is joining forces with hair salons, make-up parlours, and cosmetics merchants in the Atrium and on Paterson Street to organise a series of pink-themed beauty events. The first collaboration of which - to kick off the celebration - was French artistic concept label, A80 Anoufa Paris, who has designed a pink Anoufa Bear to celebrate Barbie’s birthday.
Cosmetics brand M.A.C. is partnering with JOOX to launch a mobile Music Video box in late July until early August. MI MING MART will set up a photo zone and game booth from mid- to late-August to promote their clean beauty concept.
On the Kowloon front, Grand Plaza, Hollywood Plaza, and Gala Place in Mong Kok will launch a series of Barbie-themed culinary initiatives. For instance, Thai-Western fusion cuisine restaurant, Morokok in Gala Place will be serving a collection of Barbie-inspired dishes and drinks, with a designated Barbie-themed photo corner. While Self-service baking studio, Bake Your Own, will be offering the first-ever officially recognised Barbie-themed pastry workshop.
As a charity initiative, for each sale of selected Barbie-themed items, Morokok and Bake Your Own will make a donation of HKD$60 to Smile With Us HK, a charity founded by celebrity Laurinda Ho.
A Barbie 60th Anniversary pop-up store will be launched at the Atrium of Amoy Plaza, Kowloon Bay, from 28 July to 19 August with limited-edition Barbie dolls, including two collectables specially designed for the 60th Anniversary.
To resonate with Barbie’s mission of encouraging girls to follow their dreams, Amoy Learnscape and Kornhill Learnscape launched a colouring competition earlier this year, to encourage children to unleash their artistic talents. The winning works from the competition will be displayed in Barbie-themed installations at Amoy Plaza and Kornihill Plaza.
The six shopping malls have also prepared a series of shopping rewards - upon spending a designated amount, shoppers are entitled to a variety of Barbie-inspired gifts including suitcases, umbrellas, travel adapters, cosmetic bags, and beach towels, with each location carrying a different product line, and with limited quantities available.
From 25 July to 30 August, visitors to participating malls can scan a designated QR code and upload their “You Can Be Anything” snap to their Facebook or Instagram public account with the campaign hashtags to receive free Barbie 60th Anniversary gifts. Also, by uploading the payment slip of an electronic payment transaction of HKD$300 or more, customers will have the chance of winning return tickets to Paris or Tokyo.