Australian department store Myer has transformed level six of its Melbourne flagship into Barbie World.
Hosted between June 30 to July 30, the activation includes a Barbie-inspired window display that shares the trailer of the Barbie movie, which will be released in cinemas from July 20.
The pop-up on level 6 will also host the movie’s pink Corvette convertible car - with the driver's side adjusted for child height; a Disco Corner where a DJ will play the movie’s soundtrack during the school holidays and on weekends until July 30, and a life-size replica of the original Barbie box.
Other activations include a beauty parlour hosted by licensed Barbie partners Mermade Hair and OPI, along with a children’s colouring-in book giveaway at both Myer Melbourne and Sydney until July 9 while stocks last.
Australian fashion label Review has created an exclusive collection for the in-store campaign, which will be available to shop at select Myer stores and online nationally.
"We are thrilled to partner with Mattel to create a one-of-a-kind immersive experience for customers of all ages to enjoy," Myer CCO Geoff Ikin said.
"From the lifesize 3D convertible to exciting partnerships with Mermade Hair, OPI and Review, the Barbie Pop Up at Myer is a must-visit destination for Barbie™ enthusiasts and anyone looking for a fun and unforgettable experience these school holidays."