Next month Kinder Joy will introduce Barbie "You Can Be Anything" eggs that feature 12 toys focusing on empowerment and celebrating diversity.
To further bring the theme to life, Kinder Joy is launching the Kinder Joy x Barbie You Can Be Anything Sweepstakes. Consumers will have a chance to win a career-themed, custom playhouse inspired by Barbie and built for shared play that promotes communication skills, empathy and understanding through imagination.
Charmed Playhouses and company founders Tyson and Audrey Leavitt will design and build two custom playhouses themed around careers featured in the Barbie career line – a DJ and a baker – to create the ultimate play space of possibility and ignite imagination. Two randomly selected grand-prize winners will each win one of the playhouses and a sponsored playdate from Kinder Joy, complete with kid-friendly refreshments, goodie bags and more.
The goal of the playdate will be to support children's imagination and aspirations through interactive play. Twenty secondary prize winners also will be randomly selected to win a prize package with Kinder Joy eggs and a Step Into Reading Barbie book.
"We're very excited to partner with Mattel once again, bringing together the Barbie brand's you-can-be-anything spirit and the delight of possibility inside every Kinder Joy," said Felipe Riera Michelotti, v.p. of marketing, Kinder, North America. "Through this collaboration, we hope to support parents as they encourage their kids to dream big and pursue their passions through play."
The new Kinder Joy line features five Barbie characters including a DJ, baker, scientist, athlete and movie director to help kids imagine all that they can be. There also will be seven additional accessories that include rings, bracelets and more.
All 12 toys will include a QR code that can be used with Applaydu, the brand's newly launched app that brings Kinder Joy toys to life through augmented reality. Applaydu is available for download on the App Store and Google Play.
"Barbie encourages kids to try on new roles through storytelling, showing them that they can be anything," said Roz Nowicki, head of global consumer products and franchise marketing, Mattel. "Partners like Kinder Joy allow us to take our core brand values and extend them into new formats. Our joint creative effort is designed to allow kids to explore different career fields with play that goes beyond the moment of discovery."