Roots, Canada’s iconic lifestyle brand, rings in its golden jubilee with a distinctive Barbie partnership. The special collaboration showcases a 30-piece limited-edition collection spanning women’s, kids, and toddler segments.
Echoing the DNA of both brands, the collection is peppered with Barbie’s signature pink and Roots’ Pine Grove green. Ensuring everyone can enjoy the line, the products are priced between $38 CAD to $998 CAD and are available in sizes ranging from XXS to 4XL, reflecting the collaborative spirit of inclusivity.
But the star of the show is undoubtedly the limited-edition Barbie doll, dressed head to toe in Roots. Adorning a Roots Salt and Pepper crew sweatshirt paired with matching sweatpants, the doll also flaunts a Varsity Awards jacket with unique Barbie decals, Tuff brown boots, and carries a Banff weekender bag. Enhancing its collectible appeal, the doll is presented in custom packaging that carries Roots’ special 50th-anniversary logo.
Meghan Roach, the driving force behind Roots as its president and CEO, shared the heartwarming inspiration behind this unique collaboration. Drawing from personal experiences, she and Karuna Scheinfeld, as mothers to multicultural children, envisaged the collaboration to represent the rich diversity of Canadians and their global audience. They resonate with Barbie’s longstanding mission of empowering young women, something they’re personally invested in as female leaders in the industry.
Karuna Scheinfeld, the chief product officer of Roots, expressed her excitement about the partnership. For her, dressing an iconic figure like Barbie in Roots’ hallmark products, especially in their milestone year, is a rewarding experience. The collaboration, from designing the doll with Mattel and Barbie to handcrafting the exclusive Barbie x Roots Varsity Jacket in Toronto, seamlessly blends the core values both brands cherish – quality, inclusiveness, and a touch of fun.
