By Allison Watkinson
TLL Reporter
Mattel has signed a licensing partnership with Heinz for a limited-edition condiment called Heinz Classic Barbiecue Sauce.
Heinz has been teasing its fans on social media about whether the Barbiecue condiment should be made a reality and after huge public demand, Mattel and Heinz decided to launch a real-world version of the branded sauce.
“This partnership with Heinz opens up another avenue for Barbie fans to bring home the world of Barbie,” said Mattel EMEA head, Ruth Henriquez. “Last summer, we worked quickly with Heinz to bring to life the prospect of a Heinz Classic Barbiecue Sauce in digital form, so it’s now so exciting to be able to put the physical product into our kitchen cupboards,” added Henriquez. “This collaboration embodies the spirit of innovation and fun that both Mattel and Heinz are known for, and we can’t wait for fans to enjoy this delicious and unique product.”
Heinz Classic Barbiecue Sauce is a vegan mayo that is flavored with smoky BBQ sauce and dyed Barbie’s signature pink shade using beetroot extract.
The launch of the co-branded pink condiment follows the surge in the Barbie brand’s popularity from the Barbie live-action movie’s’ ‘s theatrical debut last year.
“Barbie well and truly won the hearts of Brits all over again last year, and after seeing the reaction this sauce brought to our fans on social media, we knew we had to make it a reality,” said Heinz director, Thiago Rapp. “We’re always looking for ways to innovate and give our fans what they want, and we’re thrilled to be able to bring this iconic partnership with Mattel to life.”
Mattel’s Barbie franchise has been the subject of an extensive licensing program throughout the last couple of years that spans a wide range of products and promotions including toys, fashion, entertainment, lifestyle, cosmetics and more.
This licensing craze is going to continue throughout 2024 as Mattel gears up for the Barbie brand’s 65th anniversary celebration.
Designed as one of many licensing activations for the 65th anniversary of the brand, the limited-edition Heinz Classic Barbieque Sauce is currently available while supplies last on the official Heinz-to-Home ecommerce website in the UK and Spain.
A limited run of the licensed condiment will also be available in Tesco stores nationwide starting April 17, followed by Ocado and other major retailers in May.
The Heinz food brand is owned by the multinational Kraft Heinz company.
The Kraft Heinz company was created following the closure of a definitive merger agreement in 2015 by Kraft Foods and H.J. Heinz.