Beleaguered retailers are jumping aboard the Barbie bandwagon to sell everything from traditional Barbie dolls to pyjamas, perfume and even a pink hamburger.

Fashion Editor at the Australian Financial Review Lauren Sams spoke with Julie-anne Sprague on 6PR’s Afternoons.

“It is a feat like nothing I’ve really ever seen before…the way that she has been rebranded is overwhelmingly positive.”

Press PLAY to hear more about the Barbie craze