Barbie Shanghai designer in a 30-minute experience of the steps of the design process (inspiration, concept, prototypes, fabrics etc.). In the end, girls could sit down at a PC to create their own doll. In the Fashion Runway, Girls could experience a real runway show by getting dressed in fashions from world-renowned designers. The Barbie Cafe were a collaboration with Australian celebrity chef David Laris. The bar had karaoke, a DJ, and pink martinis, known as Barbietinis. Barbie chocolates were available, also created by the Australian celebrity chef David Laris. Barbie Shanghai Barbie Shanghai was the first Mattel Barbie flagship store in
Umbrella brand of brand extension. The practice of umbrella branding does not disallow a firm to implement different branding approaches for different product lines (e.g. brand extension). Marketers may increase the chance of success for a new product launch by using a sub-brand name and a parent brand name simultaneously. In the article by Howard Pong Yuen LAM and other co-authors, they report the successful case of using two brand names--dual branding strategy--by practitioners in China for the Minute Maid Orange Pulp juice drink launch. "A suggestive sub-brand name helps consumers recall the key benefits and features of the new product. A