TORONTO, Sept. 14,
2023 /CNW/ - Global lifestyle brand
Roots ("Roots," "Roots Canada" or the "Company")
(TSX: ROOT) is celebrating its 50th anniversary with an
exclusive apparel and doll collaboration with fashion icon Barbie.
Launching September 15, 2023, the
respective brands come together to inspire Barbie and Roots
aficionados to express themselves creatively while prioritizing
style and comfort in any environment - from the great outdoors to
the big, bustling city.
The limited-edition Barbie doll will be outfitted in Roots' most
iconic styles from head-to-toe. The Roots Barbie sports a Roots
Salt and Pepper™ crew sweatshirt with matching sweatpants, a
Varsity Awards jacket with exclusive Barbie decals, TUFF brown
boots, and a Banff weekender bag.
Complementing the doll's outfit is a limited-edition, 30-piece
collection of apparel and accessories across the women's, kids, and
toddler categories.
"The inspiration for the Barbie x Roots doll came from the
experiences Karuna [Scheinfeld] and
I share as mothers of children from multicultural backgrounds,"
states Meghan Roach, President and
CEO of Roots Corporation. "We wanted to
embrace the rich diversity of Canadians and our global
audience, including our young daughters. Teaming up with
Barbie in our 50th anniversary year, we
were excited to celebrate how Barbie has empowered
young women over the last six decades to follow their dreams,
something we are both passionate about as female
executives."
As a trailblazer in the fashion industry for 50 years, Roots is
recognized and beloved for expanding the expected parameters of
style and comfort. Commemorating the significance of this milestone
anniversary, Roots, in partnership with Barbie, produced a
collectible item to honour the brand's rich heritage and celebrate
its values.
"The Barbie x Roots Collection comes
together at a meaningful moment in the brands' respective
histories," said Steve Totzke,
President and Chief Commercial Officer, Mattel. "As a 25-year
Mattel veteran and proud Canadian, I am especially excited for this
collaboration, featuring products that reflect the legacy of an
iconic Canadian company, in what continues to be an incredibly
celebratory year for Barbie."
Ranging from $38 CAD
(BARBIE™ X ROOTS MEDIUM ZIP POUCH) to $998 CAD (BARBIE™ X ROOTS VARSITY AWARDS
JACKET), the limited-edition collection equally reflects both brand
identities with subtle pops of Barbie™ pink and Roots Pine
Grove green, from the apparel to the leather accessories. The size
range will extend from XXS-4XL to reflect both Roots and the
Barbie brands' joint mission of inspiring a more inclusive
future. The doll is encased in custom packaging featuring Roots'
commemorative 50th anniversary logo.
"This collaboration will offer a chance to relive the
nostalgia of both Barbie and ROOTS with designs and pieces
synonymous with Canada, now with a twist of Barbie pink"
says Jennifer Gileno, Head of Licensing and Retail
Development, Mattel Canada. "This
collection has something for fans of all ages and we look forward
to seeing families create and share meaningful memories wearing
these iconic pieces"
"Having the opportunity to work on this collection with
the Barbie team, dressing an icon in our iconic
product, was already exciting, but to do so in our 50th year was
that much more meaningful," shares Karuna
Scheinfeld, Chief Product Officer of
Roots. "From having a role in designing the doll
with Mattel and Barbie to crafting our
handmade Barbie x Roots Varsity Jacket in our
Leather Factory in Toronto, the
collaboration came together seamlessly to reflect our shared values
of quality, inclusion, and fun."
The limited-edition apparel collection and commemorative Barbie
doll ($69.99 CAD) will be available
beginning September 15, 2023 in
select Roots stores across Canada, the US, and Taiwan, along with select third-party
retailers.
ABOUT ROOTS
Established in 1973, Roots is a global lifestyle brand. Starting
from a small cabin in northern Canada, Roots has become a global
brand with over 100 corporate retail stores in Canada, two stores in the United States, and an eCommerce platform,
roots.com. We have more than 100 partner-operated stores in
Asia, and we also operate a
dedicated Roots-branded storefront on Tmall.com in China. We design, market, and sell a broad
selection of products in different departments, including women's,
men's, children's, and gender-free apparel, leather goods,
footwear, and accessories. Our products are built with
uncompromising comfort, quality, and style that allows you to feel
At Home With NatureTM. We offer products designed to meet life's
everyday adventures and provide you with the versatility to live
your life to the fullest. We also wholesale through
business-to-business channels and license the brand to a select
group of licensees selling products to major retailers. Roots
Corporation is a Canadian corporation doing business as "Roots" and
"Roots Canada".
ABOUT MATTEL:
Mattel is a leading global toy company and owner of one of the
strongest catalogs of children's and family entertainment
franchises in the world. We create innovative products and
experiences that inspire, entertain, and develop children through
play. We engage consumers through our portfolio of iconic brands,
including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®,
Thomas & Friends®, UNO® and MEGA®, as well as other popular
intellectual properties that we own or license in partnership with
global entertainment companies. Our offerings include film and
television content, gaming, music and live events. We operate in 35
locations and our products are available in more than 150 countries
in collaboration with the world's leading retail and ecommerce
companies. Since its founding in 1945, Mattel is proud to be a
trusted partner in empowering children to explore the wonder of
childhood and reach their full potential. Visit us online at
mattel.com.
SOURCE Roots