Beloved Barbie designers Mario Paglino and Gianni Grossi were killed in a car crash on July 27 when they collided with a vehicle driving the wrong way.

Egidio Ceriano, 82, was driving the wrong way on Italy's Turin-Milan highway when he crashed into the designers' car.

According to Italian news outlets, the octogenarian had been driving about 6km in the wrong direction before the accident.

Ceriano also died in the crash.

There were two other passengers in the designers' car – Amodio Valerio Giurni, who perished, and his wife, Silvia Moramacro, who was hospitalised, according to news reports.

Mattel, the company behind Barbie, released a statement on its social media paying tribute to Paglino and Grossi.

"The Barbie team is heartbroken by the loss of Mario Paglino and Gianni Grossi, two treasured creators and Mattel collaborators who brought joy and artistry to the world of Barbie as Magia2000.

"As passionate and talented designers and lifelong collectors, their spirit and love for the brand turned every creation they touched into masterpiece.

"Barbie is better because they loved the brand ... Barbie honors their memory with deep gratitide," the statement read.

Apart from Barbie, Paglino and  Grossi – under their company Magia2000 – also designed celebrity dolls such as Lady Gaga, Sarah Jessica Parker, Cher, Sophia Loren and Madonna.