The document outlines plans to revive Barbie's declining market share by introducing an interactive doll that capitalizes on technology. Key points include: - The goal is to increase Barbie's market share to 25% by shifting the brand from classic to tech-savvy. - Challenges include kids perceiving Barbie as old and preferring technology and edgier dolls. - The new "Tech Barbie" will be controllable through apps and integrate with technology like voice assistants. - Plans include a movie promoting Tech Barbie, in-store demos, commercials, and an app with upgrades.

1. Lo Barry
Manasi Karkare
Félix Martinez
Melisa Soto
Gorkem Ünel

2. GOALS
Revive Barbie's Career:
Restore Barbie's share of doll
market to 25%, increase sales
overall

3. COMPANY OVERVIEW
● Company: Barbie is a fashion doll manufactured by Mattel, Inc. and
launched in March 1959. She will turn 56 this year. Sales for the iconic doll
slumped 21% in the latest quarter from a year ago.
● Community: Mattel currently benefits from the Frozen craze through a
partnership made with Disney, but will soon lose that merchandising
agreement to Hasbro. Some analysts predict the Frozen line will contribute
over $500 million to Mattel’s sales this year, so the lost contract is huge.
● Consumers: The popularity of tablets, smartphones, and games amongst
kids is taking market share from Barbie dolls + girls are turning to stronger
and edgier characters.

4. KEY CHALLENGES
● Kids perceive the doll as old and classic
● Kids are spending more on tech
● Girls are getting bored of Barbie at a younger age (6-12)
● Barbie is being cannibalized by other dolls such as Monster High,
American Girl and Frozen

5. OPPORTUNITIES
Capitalize on the 6-12 tech savvy girls
Capture today’s culture

6. COMPETITION
1. Variety of options to spend time - TV, Internet etc.
2. Technology - Shift to tablets, smartphones, games

7. COMPETITION
1. 20% of parents told the NRF that they bought last Christmas a
Frozen doll for their daughters, compared with just 16.8% who said
they purchase something Barbie-related
2. Monster High dolls are "cannibalizing" Barbie sales as girls opt for
the edgier toys
3. Girls from 6 to 9 are opting for American Girl Doll
4. Barbie faces competition from other up and coming dolls such as
Bratz dolls and Lammilly.

8. BRAND STRATEGY
Shift Barbie from classic old to edgy tech
Our doll will be able to interact with today’s tech
savvy young user through robotics and artificial intelligence

9. PRODUCT
1959
Young girls - 3 to 12 yrs
Pop Icon
Teen Fashion Model
Early 2015
Collector’s Item
Omnipresent
55+ yrs old
Obsolete
The Interactive Barbie
Girls’ BFF
Young Girls - 3 to 12 yrs
Edgy, Cool, Smart & Fun

10. PRODUCT
Inspiration in 1959 Inspiration in 2015
➔ Nuance/
IVONA/Google
Technologies for
speech recognition
➔ Child filter - Google
SafeSearch
➔ Integration with
apps, games

11. SYNERGIES AND PROPOSED IMPROVISATIONS - Phase I
➔ Impeccable quality and durability - Barbie Brand
➔ Technology partners and Licenses
➔ Flexible design
➔ Language
◆ Tone
◆ Variety
➔ GPS functionality for tracking
➔ Technical glitches - make the platform more robust
PRODUCT

12. PLACE
● Barbie will be now controlled through easy to use apps
available for mobile, ipad and tablets.

13. ● Re- designed softwares and website to allow girls to create a Barbie Avatar
with which they feel more identified with and reinforce new brand experience
● Demos will be available in-stores for girls and parents to experience
PLACE

14. PRICE
● Will use price skimming strategy - Tech Barbie will cost $70.00 - this is higher than regular
Barbie $12.99 and Frozen Barbie $17.99 but is still cheaper than a collection Barbie.
● App to control Barbie will come for free with the purchase
● App will offer a $5 dollar upgrade that will include “Homework Mode”

15. PROMOTION
● Partnership with a big studio to create a movie featuring new Barbie and positioning her like
a girls real best friend (like Ted but for little girls)
● Barbie trucks outside schools with free demos of the product
● In-store events
● Commercials during young girls TV shows

16. KEY DATES
● Movie premieres on theatres December 2015.
● Product Launches on the same week.
● Barbie trucks & commercials run 3 weeks before product launch.

17. KPI
● Interaction rate on apps and social media accounts.
● Active user base on mobile, apps and website.
● Market share on girls 6-12 years old.
● Sales not only for the new Barbie. Variations in sales of the other Barbie dolls.

18. COSTS
● Copyright and Patent Licensing Costs
○ Expected: 35 million USD
● Product Improvement
○ 5-10 million USD
● Marketing Costs
○ Promotion and Branding campaign:
■ 100 million USD

19. THANK YOU! Q&A

20. APPENDIX
IN THE FUTURE:
● Tech Barbie would be able to walk controlled through the app
● Tech Barbie will be able to take photographs and videos - useful for parents to monitor
their kids when playing
● Tech Barbie in “Homework mode” introduced in schools as way to learn
● Partner with schools to offer Music Video Contests with special awards

21. ● Product Placement (Universal, Paramount and Sony - family movies) 10m
● App Marketing (kid games) 7m
● In-Video Advertising Stream (Youtube,Netflix and Hulu) 13m
COSTS

22. Movie Effect