In February, 2004, Mattel announced a split for Ken and Barbie, with Russell Arons, vice president of marketing at Mattel, saying that Barbie and Ken "feel it's time to spend some quality time – apart...Like other celebrity couples, their Hollywood romance has come to an end", though Arons indicated that the duo would "remain friends". In February, 2006 however, a revamped version of the Ken doll was launched, though it was stated that their relationship is still purely platonic. In 2011, Mattel launched a massive campaign for Ken to win Barbie's affections back. The pair officially reunited in Valentine's Day 2011.