Abstract

The case examines the evolution of the Barbie doll over the years from its launch in 1959. It explores the product development strategies adopted by Mattel for Barbie and the reasons for the success of Barbie. The case also explores changes in Barbie’s image along with the changes in American society. The criticism leveled against Barbie by feminists has also been described. The case also examines the challenges that Barbie could face in the future with the launch of Disney Princess.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Challenges faced by traditional toys, such as dolls, in the Internet age.

Keywords

Evolution, Barbie doll, years, 1959, product development, Mattel, Barbie, Barbie, image, American society, feminists, Disney Princess