A year after becoming embroiled in a product safety recall relating to millions of its toys made in China, Mattel has made the country the focal point for the relaunch of its most important brand.

Having watched Barbie lose market share to younger competitors such as Bratz and Hannah Montana, the world’s largest toymaker is using the doll’s 50th anniversary to relaunch it in a blizzard of worldwide events, starting with the opening of an experimental 36,000 sq ft flagship store in Shanghai.