Have you seen Mattel and Heinz's pink vegan mayo 'Barbiecue' sauce yet?

Mattel and Heinz have teamed up to launch the limited-edition 'Heinz Classic Barbiecue Sauce'. 

The pink vegan mayo with BBQ sauce comes after last year's Barbie-movie craze and in time to celebrate the toy brand's 65th anniversary. 

Much like Barbie's branding, the Barbiecue sauce bottle comes in bright pink, with a matching beetroot extract in the sauce to achieve Barbie's signature pink. 

Don't miss: 51% of SG millennials uninterested in watching Barbie: Is marketing to blame?

Before the launch, Heinz teased the possibility of the collab in August last year, asking fans if it should "make this dream team a reality" in a statement on Instagram. 

“Barbie well and truly won the hearts of Brits all over again last year, and after seeing the reaction this sauce brought to our fans on social media, we knew we had to make it a reality," said Thiago Rapp, director of Taste Elevation at Heinz.

"We’re always looking for ways to innovate and give our fans what they want, and we’re thrilled to be able to bring this iconic partnership with Mattel to life”.  

The Barbiecue sauce is currently available on Heinz's website for customers in the UK and Spain. There are only 5,000 bottles available. 

Fans who miss out can instead look forward to a limited run at supermarkets Tesco and retailer Ocado from May this year. 

"This partnership with Heinz opens up another avenue for Barbie fans to bring home the world of Barbie. Last summer, we worked quickly with Heinz to bring to life the prospect of a Heinz Classic Barbiecue Sauce in digital form, so it’s now so exciting to be able to put the physical product into our kitchen cupboards," said Ruth Henriquez, head of consumer products, publishing and location-based entertainment Mattel Europe, the Middle East, and Africa. 

"This collaboration embodies the spirit of innovation and fun that both Mattel and Heinz are known for, and we can’t wait for fans to enjoy this delicious and unique product".

Last year, Mattel and Gamefan brought Barbie and her dreamhouse to Roblox. Also known as "Barbie DreamHouse Tycoon", the experience was available for free on Roblox via most platforms and devices.

As part of the experience, Roblox players could express their inner Barbie through highly customisable avatars using exclusive fashion items and accessories to create new styles. The experience also came equipped with diverse customisation options including nine different skin tones and various body types, 15 face and makeup configurations, as well as an array of hairstyles.

“With so many fantastic iterations of Barbie over the years, this felt like the right time to give Barbie – one of the world’s best-selling toys and a fashion icon for more than six decades – the chance to find her feet on Roblox," said Mike DeLaet, global head of digital gaming at Mattel.

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:  
3 key takeaways for adland players from Barbie's US$150m marketing strategy  
dUCK launches vibrant pink Barbie collection, first local brand in MY to do so   
Flash Coffee HK paints the city pink with new Barbie brand collab