Barbie Mattel movingDid you know that Barbie split up with longtime beau Ken in 2004–or that her latest job descriptions include “computer engineer” and “architect“? (Paging Art Vandelay…)

Neither did we! Apparently the best-known property of the world’s biggest toy brand, Mattel, has been very active on social media while charting her steady climb up the career ladder. Girl power!

The company’s latest attempt to rekindle interest and pump up the sales numbers for everyone’s favorite “natural” blonde may also be its most elaborate. The centerpiece of this rebranding exercise–which will be managed by HL Group on the PR end–is Barbie’s decision to put her famous Malibu Dreamhouse up for sale (and no, we don’t mean the crazy life-size replica). It seems that Ken’s lady is looking to make a big move–but where will she go? Manhattan? Las Vegas? San Francisco? SALT LAKE CITY?!?!

It’s up in the air! And the campaign will include pretty much every element of the new interactive marketing/PR equation.

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