Mattel/Barbie Marketing Analysis Paper
History of Mattel / Barbie
Barbie was launched in 1959 and became an instant(a) hit. Today, sales of the dolls and merchandise total more than $1.5 billion U.S. annually, making Barbie the most successful branded toy in history. more(prenominal) than a billion dolls attain been sold since 1959, with 2.5 dolls sold all second. Different versions of the doll project been introduced to reflect the worlds diverse population. For example, Mattel has produced Afro-American Barbie dolls since 1968, the time of the civil rights movement, and has introduced Hispanic and Asian dolls as well. Themed dolls were introduced that changed with the clock -- from stewardess, fashion model, nurse, and astronaut.
Trends
in that location have also been some approaches by other companies to promote Barbie look-alikes that are modeled to promote healthy body image. Ruby is a doll with a more realistic body size that is featured in ads and posters. She was created in order to promote compulsory body image and has been featured in numerous ads and posters. There are also Emme dolls which are also geared towards promoting self-consciousness and healthy images of bodies. The Emme doll was modeled after a real-life plus-size model.
When asked virtually the new dolls, Mattel only commented that [their] legal department is looking into it from a trademark perspective and showed no fear of the new ambition (Jervis).
Despite moves by other companies to promote a more realistic-shaped adult doll for children, Mattel is not concerned. Barbies name, brand, and lifestyle have become so engrained in American publics minds and have caused unfastened distinctions in opinions over the doll. She has grown to include more than salutary a doll. There are Hallmark birthday cards, Christmas ornaments, Barbie turn line, clubs, and magazines. Barbie was even made into a...
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