Mattel Partners with Kilburn Live for Immersive Barbie Exhibit


Mattel and Kilburn Live have teamed to develop World of Barbie, an immersive exhibition that allows guests to step directly into Barbie’s world.

Fans will be able to walk into interactive rooms inspired by the brand’s playsets, including the Barbie Dreamhouse, as well as take part in some of Barbie’s careers. They will be able to walk the pink carpet at the fashion studio, become a news anchor for The Barbie Show in the TV studio, board a spacecraft at the space center and more.

A life-sized version of the Barbie Camper Van, created by Ryan Friedlinghaus and his team at West Coast Customs, will be available for guests to enjoy, too.

A Barbie-themed cafe will be on the premises, sharing the same aesthetics as the immersive attraction. Guests will be able to grab a quick bite and see an exhibit that tracks Barbie’s evolution over the decades.

World of Barbie will begin this summer in Toronto at Square One before traveling to multiple cities across the U.S. next year. Tickets for the experience in Toronto go on sale May 21.

“We were asked to bring Barbie’s playset to life. Who can say no to that opportunity?” said Mark Manuel, CEO of Kilburn Live. “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.”

“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, reinvent themselves, if only for an afternoon, and spend a day in the Dream Life!”