Spafax Collaborates with Mattel to Introduce Dedicated Barbie IFE Channel

In-flight media company Spafax has partnered with Mattel to introduce a branded Barbie channel on in-flight entertainment systems (IFE).

Airlines such as Qatar Airways, British Airways, Iberia and Aer Lingus are all adding the channel to their in-flight entertainment offering which is available on various IFE platforms, including on seatback screens and passengers’ personal devices.

The Barbie-themed channel features nearly a dozen films such as “Barbie Mermaid Power”, an underwater rescue mission by Malibu Barbie and friends, and a “Barbie Dreamhouse Adventures” series.

“It’s an exciting moment for Mattel, as we continue our movement into being an IP-driven company with a full franchise approach. This deal with Spafax helps us expand our entertainment offering to consumers, meaning that wherever they are fans of our shows can enjoy the content they love,” said Alex Godfrey, VP Content Distribution.

“At Spafax, we’ve always had an instinct for what resonates. This partnership is yet another instance where we’ve tapped into the global pulse at just the right moment, melding our entertainment know-how with travel expertise amidst the Barbie renaissance,” says Emma Gunn, Spafax Director of TV acquisitions and partnerships.