Joe Fresh

Joe Mimran Joins a very Select Group of Celebrities that Include Karl Lagerfeld, Oprah Winfrey and JK Rowling

TORONTO, ON (December 13, 2010) – To celebrate the recent collaboration between the Joe Fresh Style^®brand and Barbie^®, Mattel has created its first Canadian one-of-a-kind doll in the likeness of the larger than life fashion icon, Joseph Mimran. A specialist team of five Mattel designers, stylists and cosmeticians worked together over the span of three months, and brought the magic and authenticity of Joe Mimran’s individual style to life (in plastic) in the form of this unique doll.

“Barbie is thrilled to salute one of our great Canadian designers and add him to a very select group of celebrities in fashion, music and entertainment,” says Samantha Taylor, Senior Manager, Licensing, Mattel. “We are also very excited to partner with the Joe Fresh Style brand for a limited collection of vibrant apparel and encourage Barbie girls everywhere to dream big, continue to explore a world without limits, and do it all with great style this holiday season.”

The one-of-a-kind 11.5” doll, which was presented to Mimran on Thursday, December 9, 2010, features his unique face-sculpt, skin-tone, hairstyle and clothing including a blazer, dark jeans, white dress shirt and his signature velvet loafer shoes. Mattel’s Tammy Abang, principal designer on this project, has created one-of-a-kind Barbie^® dolls for celebrities and world-renowned designers, such as Karl Lagerfeld, Ralph Lauren, Rachel Zoe, Oprah Winfrey, JK Rowling, Janet Jackson, Will Smith and Arnold Schwarzenegger to name a few. One of a kind Barbie^® dolls are created in-house at Mattel’s head offices in El Segundo, California and are reserved only for high-profile celebrities and significant partnerships. Joe Mimran is the first Canadian celebrity to be awarded this exclusive gift and one of the few males to make the high-profile list.

“I am thrilled to be honoured by Barbie with my own look-a-like doll, says Joe Mimran of Joseph Mimran & Associates, Creative Director, Apparel, Home and Entertainment for Loblaw Companies Limited. “What a fun way to celebrate the Barbie^TM Loves Joe Fresh^® collection that brings Barbie’s playful spirit to life through stylish and affordable fashions, which is what Joe Fresh is all about.”

The limited-edition Barbie Loves Joe Fresh collection is comprised of items for women and girls including: sleepwear sets and separates as well as boyfriend-style underwear, all priced from $6 to $14 and in stores now. The collection also features a Barbie Loves Joe Fresh tote bag for $2. The colour palette combines light and dark pinks with white and black, and the designs feature cute animal graphics, argyle patterns, Barbie’s silhouette and the Barbie logo. For more information regarding the limited Barbie Loves Joe Fresh Collection, please visit www.joe.ca/Barbie.