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Discussion of the innovations of Barbie, product and brand

Discussion of the innovations of Barbie, product and brand

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  • Barbie is the figurehead of a brand of Mattel dolls and accessories, including other family members and collectible dolls. Barbie has been an important part of the toy fashion doll market for fifty years, and has been the subject of numerous controversies and lawsuits, often involving parody of the doll and her lifestyle.No matter where you go, the mere mention of Barbie™ elicits a reaction. People are passionate, persuasive, and just plain personal about their Barbie story. How could one doll create such a response? Barbie is more than a doll she is a major part of pop culture!
  •  The first Barbie dolls were manufactured inJapan, with their clothes hand-stitched by Japanese homeworkersMattel also has focused more on "story" Barbie lines for younger girls, and in recent years Fairytopia, Rapunzel and Nutcracker Barbies have been winners as much for the loads of accessories -- like DVDs and horse-drawn carriages -- as for the doll itself.Finally, the company agreed to adopt their idea and to make it as their product. The product is a doll we know in the present time as Barbie. Mattel, Inc.’s Barbie doll was introduced on March 9, 1959 at the New York Toy Fair.    On average, 172,800 Barbie dolls are sold worldwide every day.   Mattel was the first company to market toys directly to kids by sponsoring children’s television programs with ads targeted to young consumers.
  • Ruth Handler watched her daughter Barbara at play with paper dolls, and noticed that she often enjoyed giving them adult roles. The reason behind this preference is because she (Barbara) can get an imagination about her future. 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 Elliot, a co-founder of the Mattel toy company. During a trip to Europe in 1956 with her children Barbara and Kenneth, Ruth Handler came across German toy doll called BildLilli.The adult-figured Lilli doll was exactly what Handler had in mind, so she purchased three of them. The Lilli doll was based on a popular character appearing in a comic strip drawn by ReinhardBeuthin for the newspaper Die Bild-Zeitung. Lilli was a working girl who knew what she wanted and was not above using men to get it. The Lilli doll was first sold in Germany in 1955, and 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 reworked the design of the doll (with help from engineer Jack Ryan) and the doll was given a new name, Barbie, after Handler's daughter Barbara. The doll made its debut at the American International Toy Fair in New York on March 9, 1959. This date is also used as Barbie's official birthday.Mattel acquired the rights to the Bild Lilli doll in 1964 and production of Lilli was stopped.
  • Political, geographical, economical, technological, 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 150 countries, with Mattel claiming that three Barbie dolls are sold every second.The standard range of Barbie dolls and related accessories are manufactured to approximately 1/6th scale, which is also known as playscale. Barbie products include not only the range of dolls with their clothes and accessories, but also a huge range of Barbie branded goods such as books, fashion items and video games.However, the 1990s saw rapid changes in the tastes and preferences of children. The product life cycles of many a toy lasted only a couple of years. Mattel needed to move beyond regular products such as Barbie. Mindful of this, Mattel unveiled a new product development process dubbed 'Project Platypus.' It was an unconventional, cross-functional and re-occurring toy development process that laid stress on open idea sharing. The first Project Platypus session concluded in December 2001. Ello, a construction set for girls, resulted from this session.Mattel executives believed that the company's best growth opportunities for the mid-1990s were overseas markets, and sales for its international division exploded from $135 million in 1982 to $1.7 billion in 1992, with much of the sales through retail giants Toys 'R' Us and Wal-Mart. Overall net sales of Mattel products reached $2.6 billion, and Jill Barad, who had joined the company in 1981 as a product manager and had been most recently president of Mattel's U.S. operations, was promoted to president and COO of the company.
  • 15 fine artists who work on one Barbie using water-based acrylics and tiny sable brushesIn Barbie Doll History here have been numerous Types of Barbies made since she was first introduced in 1959. With a rare exception here and there, Barbie's body hasn't changed much. Some may have more moveable parts, but the size and shape remains the same. Her face however, is a different story.Vintage Barbies were made from 1959 to 1966. Vintage Barbies made from 1967 to 1973 are considered to be Mod Barbies.One of the most notable doll in this era was Malibu Barbie, which used the Staceyface and represented a significant shift in Barbie's evolution. She was made from 1971 to 1977.Silkstone Barbie Dolls, also known as Fashion Model Barbie dolls and Lingerie Model Barbie dolls, are the Barbie dolls that have really captured collectors' interests in the 21st century. The next big shift in Barbie Doll History occured in 1977, when in the era of Halter Dress and FarrahFacwett hair, Barbie underwent a dramatic transition in the form of Superstar Barbie. Barbie's were made with the big toothy smile and tons of long blonde hair for the rest of the 1970s, all of the 1980s and a large part of the 1990s. An 18" Supersize Barbie, with the Superstar face, was made in 1978.The first Black Barbie was introduced in 1980, she is called "Black Barbie" and was made with the Steffie face mold.Barbie Doll History as a collectible doll evolved after the popularity of Holiday Barbie, which was introduced in 1988. With her popularity Mattel began to produce Collectible Barbes for adult collectors, including Vintage Barbie Reproductions, for these adult collectors had played with Vintage Barbie Dolls as children and there was a growing interest in Vintage Barbies.Many of the early collectible Barbie Dolls were created by well known designers. Some of the most popular where designed by Bob Mackie. One of Barbie's first transformations after so many years with the Superstar face was with the "Mackie Face", which was first used for Mackie's 1992 Neptune Fantasy Barbie and then was used more and more for Collectible Barbies. The 1998 Happy Holiday Barbie was the first Holiday Barbie to have the Mackie face.In 2000, Mattel introduced the Fashion Model Collection, also known a Silkstones. They use the vintage Barbie face and have been very successful with Barbie collectors. For more detail on each doll from Silkstone Barbie Dolls.
  • TV stars. Role models allowing children to play out the women on tv.
  • Evolution of barbie.She was made of a flesh colored plastic. Both Barbie dolls were available in blonde and brunette. Facial characteristics included arched brows, black eye paint, colorless pupils, bright red lips and red nail polish on her finger and toe nails. 1970s - From wigs to a tan Barbie continues to change but still remains one of the most popular play toys for...Barbie has undergone many changes and a lot of diversity over the last ten years. Now a variety of different skin tones, hair colors and face sculpts are used. Mattel released a series of twelve Black Label Basic Barbie Dolls, the next step in Barbie Doll History, each featuring different types of Barbie face sculpt.TIMELINEif they' kept within American 1950s definitions of sex and sexuality the brand woudl be dead by nowbut they never fully abandoned it..
  • Ken is characterised as an ultimate manly, but sensitive and romantic perfect boyfriend, who uses every possibility to show Barbie his love and impress her with his actionsSuperstar Ken featured a dimpled smile, a head that could swivel, bent arms, a more muscular physique, jewelry, and underwear permanently molded to his body.In 1993, a version was released called Earring Magic Ken. The style of the doll resembled fashions among some segments of the gay community, and the doll attained a cult following.
  • Ruth Handler believed that it was important for Barbie to have an adult appearance, and early market research showed that some parents were unhappy about the doll's chest, which had distinct breasts. Barbie's appearance has been changed many times, most notably in 1971 when the doll's eyes were adjusted to look forwards rather than having the demure sideways glance of the original modelBarbie's vital statistics have been estimated at 36 inches (chest), 18 inches (waist) and 33 inches (hips). According to research by the University Central Hospital in Helsinki, Finland, she would lack the 17 to 22 percent body fat required for a woman to menstruate.[14] In 1963, the outfit "Barbie Baby-Sits" came with a book entitled How to Lose Weight which advised: "Don't eat."[15] The same book was included in another ensemble called "Slumber Party" in 1965 along with a pink bathroom scale reading 110 lbs.,[16] which would be around 35 lbs. underweight for a woman 5 feet 9 inches tall.[17] In 1997, Barbie's body mold was redesigned and given a wider waist, with Mattel saying that this would make the doll better suited to contemporary fashion designsKen now 6'2, 247 vs. 6' 140?
  • , entering Europe with an Italian doll, the first non-American Barbie. When the Berlin Wall was torn down, to commemorate the event.Almost uniquely for a toy fashion doll, Barbie has become a cultural icon and has been given honors that are rare in the toy world1967 black francie, but 1980 real dipiction of black folk 1997 cross-promotion of Barbie with Oreo cookiesoreobarbie, black and white version, derogatory term The doll was unsuccessful and Mattel recalled the unsold stock, making it sought after by collectorsIn May 1997, Mattel introduced Share a Smile Becky, a doll in a pink wheelchair. Kjersti Johnson, a 17-year-old high school student in Tacoma, Washington with cerebral palsy, pointed out that the doll would not fit into the elevator of Barbie's $100 Dream House. Mattel announced that it would redesign the house in the future to accommodate the doll.[25][26]
  • With 45 different pink product lines, from bedding to luggage, Barbie remains a huge brand. But analysts estimate that world-wide Barbie sales peaked at $1.9 billion in 2002.For more than 40 years in the business, the company have had good relationship with its suppliers, thus the quality of the products remain excellent. The brand Barbie has diversified in to different types, from dolls, to accessories such as doll houses, to even movies, clothes and video games. The top management of the brand Barbie have reorganised in order to suit the needs of the consumers particularly the girls. The brand is very popular all over the world. The retail network of Barbie dolls is very good because stores from various parts of the world carry the brand. And lastly, the company employed the low cost sourcing strategy wherein the company closed manufacturing plants that have highs costs and shift to lower cost countries such as China.
  • Mattel Toys, specifically the brand Barbie are; the company is in good financial position having dominated the toy industry over the years. Barbie has been successful and well-loved not just by girls and females from the United States but also from all over the world. Mattel Toys have built its core business with the segment and demographic trend; in the case of Barbie they created dolls specifically for collectors. Pink Label (which had always been called "pink box" for obvious reasons) is used to designate play line or inexpensive dolls that available where ever Barbie Dolls are sold. Silver Label is used for collectible dolls with no more than 50,000 produced worldwide. Gold Label designates numbered editions of 25,000 worldwide or less, available at select retailers. Platinum Label is an exclusive designation used when the dolls are sequentially numbered editions with less than 1,000 available worldwide. They are only available from certain Barbie dealers. Black Label is a newer designation that indicates it is a doll designer for the adult collector.
  • Black label Classic BarbieThis is an interesting approach from Mattel, buy a simple barbie form a variety of 12 sculpts, skin tones and hair colors and dress her up how ever you choose That's where they're devising battle plans for their new Barbie, who wears runway-inspired outfits and has 12 movable joints that are supposed to allow girls to pose her like a supermodel.
  • Limited edition barbies, apparel designed by high-end designers.
  • A strengthened strategic alliance with the Walt Disney Company allowed Mattel to sponsor attractions and to develop and sell toys at three Disney theme parks. The agreement gave Mattel unparalleled exposure to millions of children and adults who visited the parks each year.Mattel also negotiated the exclusive rights to sell dolls, stuffed characters, and preschool toys based on Disney movie characters, such as those from Cinderella, Beauty and the Beast, and Aladdin. The agreement was a boon for Mattel, and Amerman predicted that sales for the Disney line would top $500 million by 1995. Beyond Disney, Mattel also had reached an agreement with Hanna-Barbera to market toys based on the cartoon characters Yogi Bear, Boo-Boo, Cindy Bear, and the Flintstones; another agreement with Turner Broadcasting allowed Mattel to develop and sell Tom and Jerry products. A push into the game market led Mattel to acquire International Games, Inc. in 1992, the producer of such profitable core franchises as the UNO and Skip-Bo card games.
  • Movie and gaming franchise results in exponential profiting.
  • Ken and Barbie never married, but they were together for 43 yearsIn February, 2004, Mattel announced a split for Ken and Barbie, with Russell Arons, vice president of marketing at Mattel, saying that Barbie and Ken "feel it's time to spend some quality time - apart...Like other celebrity couples, their Hollywood romance has come to an end", though Arons indicated that the duo would "remain friends". He also hinted that the separation might be partially due to Ken's reluctance to getting marriedThis separation lasted for about 2 years. In 2006 Barbie and Ken were made into a couple again. While the reason for the separation of the famous couple is probably due to a decline in sales, the reason they are a couple is that probably Barbie doesn’t sound complete without Ken. The top management are conservative and not assertive enough to respond to the rivalry brought by new brands in the market. The old fashion style of Barbie does not suit to the changing trends and tastes of kids. The Barbie dolls are less focused on trendy designs for different age groups. In the development of products in the Barbie line is complicated and takes long period of time. The changes in the organisation and management is frequent, thus the process of product development hampers. 
  • until February 12, 2004, when Mattel announced that the all-American couple was breaking up.Mattel Inc., the world’s largest toy company, has launched a digital marketing campaign in hopes of reuniting one of American’s most famous couples — Barbie and Ken.After a controversial split on Valentine’s Day in 2004, the two plastic celebrities have led separate, but successful, doll lives. Since 2006, though, Ken has been revamping his “mind, body and soul” to rekindle the flame. This time around, the Malibu stud hopes to win over Barbiein time for Valentine’s Day, with a little help from the socialverse.The campaign, which marks Ken’s 50th anniversary, is centered around barbieandken.com, where users can vote on whether Barbie should “take Ken back” or not. The site features a Love-O-Meter, gauging voters’ feelings on the topic.Heavy on social marketing, the campaign utilizes Facebook, Twitter, Foursquare and YouTube to spread its message.The campaign comes just in time for the release of a new “Sweet Talkin’ Ken” doll that Mattel describes as “the ultimate boyfriend for every occasion,” because he “says whatever you want him to say!”
  •  Facing dwindling sales in the U.S. and increasing competition from MGA Entertainment's Bratzdolls,Mattel wanted to revamp Barbie's image and create a lifestyle brand. The store targeted twenty-somethings by offering a line of clothing by Patricia Fields, the Sex and the City designer, and it sold Barbie brand cosmetics and even had a Barbie Bar with alcoholic beverages."Barbie is too strong a franchise to be really hurt," says Hoch, father of two daughters who, at one point in their lives, had 40 Barbies between them and countless Barbie outfits. "The toys are really the brand name, not the company. Barbie is one step removed from Mattel.“In the summer of 2001, toymaker MGA Entertainment introduced Yasmin, Jade, Sasha and Cloe—the Bratz. The new fashion dolls came in a rainbow of skin tones, with pouting, street-smart expressions. African-American Sasha wore a hip-hop knit cap and low-rise jeans.No blonde hair, sugary smile or impossible figure, which for four decades had defined Mattel's iconic Barbie doll. Girls who wanted attitude and ethnicity, not pert and pale, bought $20 million worth of Bratz dolls in the first six months they were out, and the doll line went on to win the People's Choice Toy of the Year award from the Toy Industry Association.MGA had hit a coveted demographic—girls age 6 to 12—dead-on.http://www.youtube.com/watch?v=0zISdaT-80k&feature=related
  • With the advent of eBay, there were sharp decreases in the prices of nearly all modern collectibles—including Barbie. Modern Barbie dolls are still avidly collected, with special emphasis on the Silkstone Barbies which premiered in 2000. In April 2009, the launch of a Totally Tattoos Barbie with a range of tattoos that could be applied to the doll, including a lower back tattoo, led to controversy. Mattel's promotional material read "Customize the fashions and apply the fun temporary tattoos on you too", but Ed Mayo, chief executive of Consumer Focus, argued that children might want to get tattooed themselves.[34]In July 2010, Mattel released "Barbie Video Girl", a Barbie doll with a pinhole video camera in its chest, enabling clips of up to 30 minutes to be recorded, viewed and uploaded to a computer via a USB cable. On November 30, 2010, TheFBI issued a warning in a private memo that the doll could be used to produce child pornography, although it stated publicly that there was "no reported evidence that the doll had been used in any way other than intended.UsbbarbieVideobarbieMechanical doll houses, airplanse, cars.Moving tail mermaid barbieMp3 player barbie
  • The Barbiedoll is currently marketed in more than 150 nations around the world.Placed head to toe, Barbiedolls and family members sold since 1959 would circle the earth more than seven times.Every second, two Barbie dolls are sold somewhere in the world.Barbiedoll has represented 45 different nationalities.Barbiedoll has had over 43 pets including 21 dogs, 12 horses, 3 ponies, 6 cats, a parrot, a chimpanzee, a panda, a lion cub, a giraffe and a zebra.Barbie doll has five sisters, Skipper, introduced in 1964, Tutti, a twin introduced in 1966, Staciein 1992, Kellyin 1995 and Krissy™ in 1999.Barbies boyfriend, Kendoll made his debut two years after Barbie, in 1961.Ken was named after the son of Mattel founders Ruth and Elliot Handler.

Presentation Barbie Presentation Barbie Presentation Transcript

  • “i can be”
    Mehria Karimzadah
  • More to it than just a pretty face...
    Introduce 1956 Named after Mattel co-founder’s daughter
    First Doll sold for $3.00, sold 351,000 dolls
    Barbie products make up 40 percent of Mattel, Inc. annual sales.  
    An estimated 90 percent of American girls have owned at least one Barbie doll over the last 40 years.
  • Hidden past, new beginnings...
    Bild Lilli
    Barbie
    View slide
  • Beauty and Brains
    Multi-million dollar franchise
    Evolving lifestyle
    Starring in movies, books, sparks controversy
    Encompassing Environmental Changes
    Strategic exposure
    View slide
  • Sugar and spice and everything nice...
  • Her man toy...
    Barbie met Ken two years after she made her own phenomenal debut.
  • Nip/tuck?
  • Diversifying
    first went international in 1961
    Mattel even introduced Freundschaft (Friendship) Barbie
    Mattel introduced the first black and Hispanic Barbie dolls in 1980.
  • Across Genres
    Silkstone
    Movie characters
    Rock, preppy, adult, high school
    Vintage versus Modern
    Designer label products
  • Playing hard to get...
    2001, Mattel began to differentiate Barbies into different classifications using Label Colors.
    The current classifications are: 
    Pink Label
    Silver Label. 
    Gold Label
    Platinum Label
    Black Label
  • Major names in High Fashion
  • Keeping her options open...
    Disney
  • Trouble in paradise...
  • Cat fight... Meow!
  • Not only High-fashion, High-tech
  • Never kiss and tell...
     Barbiehas had more than 80 careers -- everything from a rock star to a palaeontologist to a presidential candidate
    More than 105 million yards of fabric have gone into making Barbie and her friends' fashions, making Mattel one the largest apparel manufacturers in the world.
    Barbie doll is currently a $1.5 billion dollar-per-year industry.
    The Barbie is currently marketed in more than 150 nations around the world.
  • Questions?