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Growing up skipper doll youtube5/16/2023 ![]() ![]() Life in plastic, it’s fantasticĪlongside ongoing efforts to appeal to young girls, Mattel also deliberately targets older consumers. It hints at another strand of Mattel’s successful Barbie branding strategy: nostalgia. This is not the “universal” rating you might expect for a film about a popular toy. And now, after several computer-animated, direct-to-video and streaming television films, Barbie’s first big budget, live action movie will be released in cinemas in July 2023.Įarly reports suggest the movie – helmed by Oscar-nominee Greta Gerwig, who also directed Little Women (2019) and Lady Bird (2017) – is likely to be rated PG-13. But Barbie’s brand has been successfully extended into other profitable categories such as clothes, accessories, cosmetics and entertainment (music, movies and games). This is a risky endeavour if the brand is stretched too far. Mattel successfully extended Barbie’s brand to capture new audiences, drive growth and expand into new types of products beyond dolls. ![]() These tactics typically work for a while, but how has Mattel sustained true brand longevity for this long? There are many strategies designed to revitalise mature brands. Such stories resonate with fans’ emotions, sustaining interest in the brand. Mattel has also used storytelling tactics such as announcing that Barbie and Ken had officially broken up on Valentine’s Day in 2004 ( they got back together in 2011). The storylines and individual characteristics of these additional characters connect to Barbie’s persona and increase brand visibility. First there was Ken (1961), Barbie’s boyfriend, then her younger sister Skipper (1964), followed by friends including Midge (1963) and Christie (1968), the first black Barbie character. Over the years, these supporting acts were introduced to portray Barbie’s relationship with friends and family. This has involved introducing other characters that play supporting roles in Barbie’s “world”. Research shows there are many ways to build and sustain brand characters, but Mattel has used a “multiply” strategy for Barbie. Everett Collection Inc/Alamy Stock Photo A Barbie girl, in a Barbie world The brand embodies the notion of a “ double bind”, celebrated as an inspirational role model while at the same time blamed for creating unrealistic expectations of women, particularly when it comes to how they should look.īut while most toys remain popular for only two or three years, Barbie’s long-term success reflects Mattel’s responsiveness and adaptability to the changing cultural and political discourse in society and around this doll. ![]() By creating an iconic brand with special meaning for fans of all ages ( Barbie is marketed to children aged three and older), toy company Mattel has successfully extended the lifecycle of the Barbie brand for well over half a century.īarbie is also a polarising figure. Sixty-four years later, the doll continues to be the subject of cultural, sociological and psychological interest. “She” – the 11.5 inch blonde doll, but also her brand persona – generated worldwide sales of around US$1.5 billion (£1.3 billion) in 2022, and has a brand value of US$590 million.īarbie debuted on Maat the New York International Toy Fair as Barbie Teenage Fashion Model. Rejected by the toy industry at first, Barbie is now one of America’s most trusted brands. ![]()
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