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Brief Published: 10 Feb 2012

Barbie: The Dream Closet


Barbie doll fans can now step into her outfits via two new augmented reality (AR) experiences.

New York Fashion Week guests will be the first to enter Barbie: The Dream Closet when it opens at the David Rubenstein Atrium at the Lincoln Center later this month. Once inside, guests can enter one of three kiosks to try on Barbie’s clothes before printing and sharing images of their looks. The wardrobe features 30 virtual outfits, spanning 50 years of the iconic American doll’s playful and glamorous attire.

Created by LA-based AR specialist Zugara, Barbie: The Dream Closet will open to the public from February 11-13 2012.

Barbie fans will also be able to access a similar experience online, when BarbieWow.com/TheDreamCloset launches on February 10 2012. Users of the site will be able to select outfits from Barbie’s wardrobe and wear the virtual clothes by activating their webcams. They can then share photos of their looks with friends online. To encourage users to return to the site, The Dream Closet will expand its offerings as Barbie pursues her 2012 career as a fashion designer.

Barbie: The Dream Closet demonstrates how brands are merging online and offline into seamless experiences.

Barbie: The Dream Closet