Malibu Barbie Café, an immersive pop-up event that launched in New York and Chicago in the summer of 2023, is going international.
The experiential café is currently open in Austin, Texas, and has also traveled to Houston, Miami, and Minnesota’s Mall of America over the past two years. In May, it’s heading to Australia—the pop-up’s seventh city and first location outside of the U.S.
Malibu Barbie Café is one of several in-person experiences that Mattel is using to bring the 66-year-old Barbie brand to life, especially as it aims to sustain the wave of momentum created by the Barbie film in 2023.
“[The film] really did expand the aperture for us and our audience,” said Josh Silverman, chief franchise officer at Mattel.
https://www.adweek.com/brand-marketing/barbieland-down-under-mattel-is-bringing-its-malibu-barbie-cafe-to-australia/