Addition to spring entertainment, we did an extensive brand campaign that's been activated across toys, apparel and accessories in more than 70 countries. The campaign invites girls of all ages to see what happens when they play with Barbie. This May, we launched our first older-girl content with Barbie's Life in the Dreamhouse with 15 episodes to give girls a glimpse into Barbie's life with her sisters, pets, friends and, of course, her boyfriend, Ken. The campaign launched in 21 languages on Barbie.com and on YouTube and, since early May, has generated 5 million views across the website and YouTube globally. Feedback with older girls has been incredibly positive.
Mattel Management Discusses Q2 2012 Results - Earnings Call Transcript
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