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Experiential Licensing: Mattel and Kilburn Launch World of Barbie Attraction

Kilburn Lives has announced a partnership with Mattel for a new upcoming immersive attraction, the World Of Barbie.

“We were asked to bring Barbie’s playset to life. Who can say no to that opportunity?” said Kilburn CEO Mark Manuel. “Barbie is as relevant today as she was when she was first introduced to the world 63 years ago, if not more. I watched my daughter live and play in her world, I believe it helped shape her sharp and lively imagination, just like it has for millions of other children growing up. So there were a lot of reasons we needed to get this right.”

The interactive exhibition will allow fans the opportunity to step directly into Barbie’s inspiring world where they can explore her iconic Dreamhouse, walk down her neighborhood streets into various interactive rooms, and even sit in her  life-sized Camper Van, fabricated by the team at West Coast Customs.

World of Barbie launches this summer in Toronto, Canada. From Toronto, the attraction will travel to multiple cities across the United States, with anticipated markets including New York, Chicago, Houston, Los Angeles and more.

The immersive exhibition invites guests of all ages to imagine a world of possibilities, such as becoming a scientist, designer, music producer, astronaut and more. As a global phenomenon that debuted in 1959, Kilburn says, “Barbie is the original girl empowerment brand.”

From young fans to those who grew up with a love of the doll, World of Barbie was designed for multiple generations to interact with several, visually stunning activations inspired by some of her most celebrated careers and playsets including:

Inside Barbie’s life-sized Malibu Dreamhouse.

The Barbie Malibu Dreamhouse exterior.

Barbie Dreamhouse – Explore intricately designed rooms and jaw dropping photo ops in  Barbie’s Dreamhouse, set on the beaches of Malibu. Guests can start their own patio party complete with a DJ kit to mix their own music ‘poolside’.

Barbie’s iconic van, as visualized by West Coast Customs.

Barbie Camper Van – Brought to life by Ryan Friedlinghaus and his talented team at West Coast Customs, “World Of Barbie” will feature a life-sized working Camper Van parked in front, allowing guests to climb in the driver’s seat, hang out in the hammock or look for several hidden surprises tucked away inside this ultimate road trip vehicle.

The interior of Barbie’s camper van is pretty in pink.

Fashion Studio – Walk the pink carpet and strike a pose inside one of six oversized iconic Barbie boxes.

TV Studio – LIVE from World of The Barbie it’s The Barbie Show where visitors become a news anchor delivering headlines in front of various TV studio backdrops, interviewing important guests or giving the weather report.

Space Center – Board a spacecraft and blast off in Barbie’s shuttle while enjoying the view of stars in the galaxy. Interact with mission control, track objects on the radar or use the audio transference device to listen to the various sounds of space.

World of Barbie will also house an intimate, specialty themed Barbie café sharing the same visually stunning Barbie aesthetics as the immersive attraction. Whether it’s a quick bite while visiting Barbie’s life-sized world or it’s your first stop meeting friends after work, this will be an ideal destination for a delicious treat. In addition, the attraction will also celebrate the history of the beloved brand with a dedicated area where visitors can see Barbie’s evolution across multiple decades.

“Throughout her history and numerous careers, Barbie has represented a world of limitless potential,” said Julie Freeland, Senior Director of Location Based Entertainment at Mattel.  “With this exquisitely designed attraction we were intentional about delivering an exciting experience that would leave younger fans with the sense that they could do anything or be anything. And, for those who grew up with Barbie, we wanted to spark a little bit of nostalgia, give these fans a chance to step back, re-invent themselves, if only for an afternoon, and spend a day in the Dream Life!”

World of Barbie will kick off in Toronto this summer in a standalone space at Square One, Canada’s foremost fashion, lifestyle and entertainment destination, before travel to multiple cities across the United States next year. Tickets for the Toronto engagement go on sale on May 21st, 2022.  Due to anticipated demand, advance ticket registration opens today. To register for Toronto tickets or receive information on future tour dates, visit

This announcement comes on the heels of Kilburn Live’s recent successful ventures in the live entertainment space with The Dr. Seuss Adventure, NERF Challenge and The Search For Snoopy: A Peanuts Adventure activations with The Game Room: Powered By Hasbro set to open later this year. The company is also behind the hit NightGarden franchise in Miami, Florida and another in The Kingdom of Saudi Arabia.

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