Betting big on brand licensing, Usha International, a leading player in the sewing machine industry, has inked pat with Mattel Inc to produce 'Usha Janome - My Fab Barbie' - Barbie branded sewing machine for kids. Cited as India's first ever sewing machine for children, Usha Janome - My Fab Barbie is a full feature sewing machine.
Priced at Rs 10,900, this sewing machine is available in a combination of pink and white colors. Featuring charming Barbie doll graphics on the machine, My Fab Barbie is all set to transform the way kids above eight years of age spend their free time.
To get users started, My Fab Barbie comes with a sewing book with five easy sewing projects for kids, two free additional creative foots – ¼ inch seam foot and gathering foot, sewing box with DIY kit, an instructional manual along with a demo DVD and accessories.
At the launch of Usha Janome - My Fab Barbie, Arvinder Singh, President-Sewing Machines, Usha International said, “During the formative years, it is critical for parents to support cognitive, emotional and physical development of their children. Recognising this, we introduced My Fab Barbie sewing machine as a unique gadget for young girls to creatively expressing their imagination. Additionally, this initiative helps us to foster a strong relationship with our young consumers and introduce them to the art of sewing at an early age.”
Keeping My Fab Barbie safe to use, the sewing machine comes with an automatic thread cutter avoiding the use of scissors, an in-built light for better visibility, free arm circular stitching for easy movement of material on the table and colour coded functional display for easy selection of design.
Usha plans to engage kids at various hobby centers, Public schools, clubs, RWA activations, public events such as kid's fairs by creating an attractive Barbie demo set up and showcasing sewing machine usage. Special workshops for kids would be conducted in Mumbai and Kochi.