Aldi turns a London store Barbie pink for new doll
Aldi has turned its Barnet store Barbie pink to launch the new Barbie® Aldimania Dreamland™ Doll, bringing the supermarket’s cult Middle Aisle identity into one of the world’s biggest toy brands.
The London store’s familiar blue, red and orange logo has been replaced with Barbie pink ahead of the £12.99 doll arriving in stores on 6 September as part of the chain’s September Toy Event.
The doll wears a pink Aldi logo dress with matching visor, sunglasses and shoes, while accessories include a miniature shopping trolley, Aldi-inspired groceries, flask, table tennis rackets and stickers.
It’s an extension of the supermarket’s long-running effort to turn shopper behaviour into merchandise. Aldi launched its first Aldimania range in 2021, while last year it turned cult Middle Aisle products into Specialbuy tattoos.
The activation comes via Taylor Herring, Aldi’s consumer PR agency.
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “What better way to celebrate the launch of our very own Barbie® Aldimania Dreamland™ Doll than with a Barbie® pink takeover of our Barnet store in London.”
The stunt follows Aldi’s recent spoof fragrance campaign, another example of the retailer borrowing the codes of more aspirational categories and giving them a knowingly Aldi twist.
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