Mattel and Edikted Launch 71-Piece Barbie Collaboration Targeting Gen Z

The Barbie by Edikted collection launched on May 7, 2026, as a collaboration between Mattel and Edikted. The line consists of 71 pieces across ready-to-wear and accessories, including sunglasses, handbags and jewelry. Dedy Shwartzberg, chief executive officer and founder of Edikted, told Mattel chairman and CEO Ynon Kreiz that he wanted to produce a Barbie collection that would not be just about the logo.

Shwartzberg said the collection was supposed to be something big and that it was important to combine the transformation from Barbie the character to a real human being. Natalia Premovic, chief consumer products and experiences officer at Mattel, said the company wanted someone who understood how Gen Z lives and shops.

She stated that Edikted understands that incredibly well, adding that only a handful of companies are able to move at the speed of culture and that Edikted stays a few steps ahead of it.

Premovic said Barbie brings a global cultural legacy while Edikted brings a very raw, real time connection to their audience. She described the collaboration as the right balance of heritage and authenticity and immediacy, noting that both companies are about expressing yourself through style and having fun doing it.

"Barbie has been a canvas for personal style for more than six decades, evolving with and shaping culture," Premovic said.

Barbie has been around for six decades and starred in the 2023 Barbie movie, which was released a couple years ago. The doll also played a designer in the film Barbie’s Fashion Fairy Tale in 2010. Premovic said the collection pulls from the Barbie Fashion Fever era, which was popular from 2004 to 2008, and the Y2K period.

The designs reinterpret those looks through a modern lens with hints of butterfly motifs, soft boho styles and refined Y2K elements. Pieces allow consumers to either recreate outfits as Barbie wore them or mix the collection in ways that feel distinctly Gen Z and nostalgic. An activation at The Grove in Los Angeles for the Barbie by Edikted collection launches on May 8 and lasts three days.

Fans who reserved spots can step into Barbie’s Design Studio, shop the collection and view a fashion retrospective of the dolls through the years. Dedy Shwartzberg said this generation really wants to experience everything, shop it, touch it and feel it, have an experience and share it.

"They want to shop it, touch it and feel it. They want to have an experience and share it. " The campaign video will be on all the social networks and the website. It depicts Barbie transitioning from an imaginative doll world, driving her pink car through Los Angeles to her dream house, then entering a closet filled with Edikted pieces alongside nostalgic Barbie items.

Juan Pellerino-Rendón, chief marketing officer of Swap, said the 2023 Barbie movie had a big moment a couple years ago. He stated that the fashion collection would be a good way to target Gen Z and bring Barbie to an audience that has not interacted with the brand in this manner before. Mattel and Edikted are funding summer fashion scholarships at Arizona State University’s FIDM program.

The companies are holding a Barbie by Edikted panel and inviting students to visit the Barbie Design Studio. Premovic said the initiative is about opening the door a little wider for future designers and creatives. com reported that Barbie in this creative director era styles, directs and oversees a fashion show in the campaign, selecting looks before sending models down the runway.

Premovic said the project bridges childhood fantasy to real world success and joy in life, allowing fans to move from expressing themselves with Barbie as girls to doing so creatively as women.