Spotted! A relationship rekindled – on 24 Hours

Mattel Canada announces Barbie and Ken are getting back together with a front-page media buy.

Happy Valentine’s Day, MiC readers: Barbie and Ken are getting back together!

With a glossy cover wrap on today’s 24 Hours in Toronto, the couple (well, Mattel Canada) made their rekindled relationship front-page news.

They further spread the news with an experiential execution in Toronto’s Union station, where ‘Ken’ and his ‘Kentourage’ handed out pink roses to lucky ladies on their way to work.

The Ken and Barbie ‘make up’ campaign is actually phase two of the Ken and Barbie ‘break up’ storyline which started exactly seven years ago on Feb. 14, 2004.

This chapter has been running since mid-January, with a multi-media effort by Ken (and his media agency, Carat) to win Barbie back. The couple even appeared on CTV’s eTalk Daily for an exclusive interview on their plight. Creative on the campaign has been handled by Mattel Canada internally.

The current phase of the campaign is set to run until March, but Mattel recently told MiC that the campaign has two more planned phases in 2011.

Related stories: Desperately seeking Barbie; Can eTalk help Ken win Barbie back?