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  • Barbie is the subject of a new integrated campaign from Mattel which sees the doll, the clothes and products such as fragrance marketed together in initiatives like fashion shows, girls' TV and a pan-European CD. A recent fashion event at Rinascente in Italy drove a 100% uplift in sales on the kids' floor and a 40% uplift in sales throughout the store, an example of the how a tailored ca
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