Barbie's Success Story

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Case Details:

Case Code : MKTG057
Case Length : 17 Pages
Period : 1950-2003
Pub Date : 2003
Teaching Note : Available
Organization : Mattel Co
Industry : Toys
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Most toys are only popular for two or three years, but Barbie has been popular for decades and she shows no signs of weakening."

- Frank Reysen, Editor, Playthings, in 1998.¹

"The challenge with Barbie is that it's a 41-year-old brand, and little girls today are nothing like little girls of 41 years ago, the challenge is to continue to reflect who girls are today."

- Chirs Burns, Editor, Toy Report Weekly in 2000.²

"We know we're going to have to stay on our toes to keep up with what girls want, Barbie has always reflected what girls are interested in. Today that is fashion, hair, activities and technology. We've got very cool products that appeal to these girls right now."

- Adrienne Fontanella, President, Mattel Co. in 2000.³

Barbie - The Icon of Amercian Culture

By 2003, though aged 43, she set new fashion trends, expressed the dreams of young girls, and represented success for them. She was Barbie, the most popular fashion doll across the countries.

Barbie was considered an icon of American culture across the world and a representation of the flamboyance and luxurious lifestyle of the Americans.

She was also regarded as a role model who inspired young girls to become independent and self-reliant. Analysts attributed Barbie's success to its ever-changing styles and its adaptability to changing trends in American society.

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1] "Mattel Relies on Dollhouse Diva Barbie's Big Business", www.abcnews.com, June 11, 1998.

2] "Mattel Giving Middle-Aged Barbie a Major Makeover", Los Angeles Business Journal, March 20, 2000

3] "Barbie ® Doll Marks New Millennium with Hipper Look, Logo and Attitude," www.collectordolls.about.com, July 11, 2000.


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