Mattel + WMG Partner with iHeart for Barbie Radio

RADIO ONLINE | Friday, October 15, 2021

Barbie Radio

Mattel, Inc. and Warner Music Group's Arts Music division are partnering with iHeartMedia to launch Barbie Radio today exclusively on iHeartRadio. Barbie Radio, the first branded radio channel from Mattel, is a 24-hour digital only iHeartRadio station that stars Barbie as the DJ playing songs from her extensive music catalog, including tracks from her latest album, Barbie: Big City, Big Dreams from the musical special of the same name now streaming on Netflix. DJ Barbie will also share stories with listeners that are designed to remind girls they can be anything.

"Barbie has been inspiring, empowering, and entertaining kids for over 60 years and we are always looking to reach fans in new ways. Leveraging Barbie's music catalogue of hundreds of original songs is one way for us to do that. Partnering with iHeartMedia gives us the opportunity to engage fans and bring Barbie's original music to more families than ever before," said Andrea Carpenter, Senior Director, Content Distribution & Partnerships, Mattel.

"iHeartRadio is inviting kids and families to turn up the volume on even more hits from Barbie with the exciting launch of Barbie Radio," said Kavi Halemane, Executive Vice President and General Manager of Digital Programming for iHeartRadio. "We are excited to team up with Mattel and Warner Music to bring Barbie and her favorite music to millions of iHeartRadio listeners across the U.S."

Mattel is expanding Barbie's musical repertoire with DJ Barbie on Barbie Radio after recently introducing Barbie Music Producer dolls, designed to introduce girls to an underrepresented career where women make up less than 3% of music producers and shine a light on the importance of women's stake in the industry. Barbie joined forces with Grammy Award-nominated music producer, songwriter, singer and actress Ester Dean and Girls Make Beats - an organization dedicated to expanding the female presence of music producers, DJs and audio engineers - to inspire more girls to explore a future in music production.