'Barbie in the 12 Dancing Princesses' hits mobile content in India

MUMBAI: Mobile content based on Barbie's latest movie, Barbie in the 12 Dancing Princesses has been launched across mobile networks in India including Hutch, Airtel, Idea, BSNL, MTNL, Reliance and Tata.

Wallpapers, animations, themes, mono tones, poly tones, SMS tones, true tones, video clips and MMS Clips / M-cards will also be available and can be accessed by any GPRS enabled phone, informs an official release.

Speaking on Barbie's latest marketing initiative Mattel Toys India managing director Sanjay Luthra said, "The range of 12 Dancing Princesses: the dancing Barbie doll, the other doll characters, a musical castle, a stretch-limo Carriage etc. supported by lifestyle consumer products - takes every little girl deeper into the world of brand 'Barbie' and enhances her magical experience and interaction with her favourite Doll. Mobile content is one more avenue to reach out to parents' who are trying to keep up with their tech-savvy Kids!"

He added, "While Experiential Marketing has always been an important element of our Brand's Strategy; 360 Degree programs such as these, merely help to build our consumer's loyalty and inclination to "live in" Barbie's world with Barbie and for parents who want to teach their children, traditional family values and togetherness that that we respect as part of our Indian beliefs, Barbie brings alive the same, through story and example."

Speaking on the mobile content offering the digital content production and distribution company, Rajshri Media (P) Limited managing director Rajjat A. Barjatya said, "We have been enthralled at the response to Barbie mobile content over the last one year and are delighted to release yet another property on the mobile phone. In fact very soon, we have plans to bring Barbie a lot more close to you, by launching the Barbie MobiWorld on our short code and a series of mobile games too. We are quite confident that the new initiatives we are taking, along with Mattel, will be well accepted."

In addition, this entertainment property is also supported by lifestyle consumer products such as: the animation movie content on VCD and DVD from Universal Pictures and distributed locally by SaReGaMa, and other licensed consumer products such as storybooks from Euro Kids and Sterling Publishers, role play toys and costumes, My Size jigsaw puzzles and tableware from Mahindra Intertrade , play cosmetics from Magicwell, bags from Genius Leathercraft, innerwear from A-Klass Fashions, nightwear from SD-Lounge and bed linen from Portico, adds the release.

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