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March Learn how and when to remove this template message The first Barbie doll was introduced in both blonde and brunette in March Ruth Handler watched her daughter Barbara play with paper dolls, and noticed that she often enjoyed giving them adult roles. At the time, most children's toy dolls were representations of infants.
Realizing that there could be a gap in the market, Handler suggested the idea of an adult-bodied doll to her husband Elliota co-founder of the Mattel toy company.
He was unenthusiastic about the idea, as were Mattel's directors. She gave one to her daughter and took the others back to Mattel. The Lilli doll was based on a popular character appearing in a comic strip drawn by Reinhard Beuthin for the newspaper Bild. Lilli was a blonde bombshell, a working girl who knew what she wanted Marketing barbie case was not above using men to get it.
The Lilli doll was first sold in Germany inand although it was initially sold to adults, it became popular with children who enjoyed dressing her up in outfits that were available separately .
Upon her return to the United States, Handler redesigned the doll with help from engineer Jack Ryan and the doll was given a new name, Barbie, after Handler's daughter Barbara.
The first Barbie doll wore a black and white zebra striped swimsuit and signature topknot ponytailand was available as either a blonde or brunette. The doll was marketed as a "Teen-age Fashion Model," with her clothes created by Mattel fashion designer Charlotte Johnson.
The first Barbie dolls were manufactured in Japan, with their clothes hand-stitched by Japanese homeworkers. AroundBarbie dolls were sold during the first year of production.
Louis Marx and Company sued Mattel in March The company additionally claimed that Mattel "falsely and misleadingly represented itself as having originated the design".
Mattel counter-claimed and the case was settled out of court in Barbie's appearance has been changed many times, most notably in when the doll's eyes were adjusted to look forwards rather than having the demure sideways glance of the original model.
Barbie was one of the first toys to have a marketing strategy based extensively on television advertising, which has been copied widely by other toys. It is estimated that over a billion Barbie dolls have been sold worldwide in over countries, with Mattel claiming that three Barbie dolls are sold every second.
Media franchise Further information: Barbie film series Barbie products include not only the range of dolls with their clothes and accessories, but also a large range of Barbie branded goods such as books, apparel, cosmetics, and video games.
Barbie has had a media franchise starting inwhen she began appearing in a series of animated films. Barbie's direct-to-DVD animated films have sold more than 27 million units worldwide, as of Out of This World and Barbie and the Sensations: Legacy and influence Barbie has become a cultural icon and has been given honors that are rare in the toy world.
The exhibit featured Barbie dolls over two floors as well as works by contemporary artists and documents newspapers, photos, video that contextualize Barbie.Mattel Case Study.
financial realignment by Raed Figueroa on 3 October Tweet. Comments (0) more marketing cost and forces retailers to markdown on the prices bad mergers: Barbie Hot Wheels Fisher Price Brands American Girl Brands Reduce Terminate Eliminate Improve Close.
The case on Barbie Doll is used in International Marketing is anaysed. Since , Barbie has been the queen of the fashion-doll market. She even has close to two million friends on Facebook. However, in , Bratz fashion-dolls entered the market, and their funky, trendy attitudes led them to quick success.
Within five years Barbie had a formidable competitor in. Marketing Strategy for Barbie SWOT Analysis SWOT Analysis stands for strengths, weaknesses, opportunities and threats.
it is a technique used to determine the appropriate use in different management activities and operations, it is particularly appropriate to utilise the technique in the early parts of marketing and strategic planning (, ).5/5(2).
Barbie brand covers the brand analysis in terms of SWOT, stp and competition.
Along with the above analysis, segmentation, target group and positioning; the tagline, slogan & USP are covered. Barbie was born making toys. Ten years later, Mattel began advertising its toys and very quickly propelled Mattel to the forefront of the toy CHAPTER 2 I GLOBAL, ETHICAL, AND SUSTAINABLE MARKETING 93 ndustry.