The document discusses the history and current challenges facing the Barbie brand, including declining sales and issues with body image representation. It outlines a strategy for repositioning the brand through the Fashionista line by emphasizing diversity, nostalgia, and the bonding experience between mothers and daughters. Recommendations include adapting to market trends and re-engaging consumers by promoting the doll as a tool for conversation and imagination.

1. Bora Kim, Catalina Diazgranados, Korede Akinsete, Nada Shabib, Nap Poshyananda

2. 1. PAST
Barbie Brand Story
Unrealistic Body Image
Sales History
2. PRESENT
Introduce Fashionista Line
Industry Analysis
Brand Image Today
3. FUTURE
Repositioning the Fashionista Line
Current market trends
Nostalgia Marketing: good way to approach sensitivity
4. INSIGHT
Recommendation: Activation

3. PAST

4. HISTORY
Launched date: 1959
Founder: Ruth Handler
Inspiration: German Bild Lilli Doll & her
daughter playing with paper dolls
Name: Derived from Barbara (her daughter)

5. UNREALISTIC BODY IMAGE

6. DECREASE IN SALES
Barbie brand sales in current
dollars are at their lowest in at
least 23 years.
The doll brand also represents
a much lower percentage of
overall sales for Mattel.

7. PRESENT

8. THE REMEDY

9. S W
O T
Pays attention to customer
Reflects diversity and real woman
Top of mind awareness
Brand familiarity
Affordable
Controversial
Not flexible
Hard to reposition
Debateable
Educational opportunity
Fix brand image
Up to trend
Chime in current topics
Buy more than one Barbie
Technology
Dilute “classic” image
Reactive opposed to revolutionary
No storyline

10. Frequency of play type for
children 12-years-old and under
MARKET TRENDS

11. COMPETITOR ANALYSIS

12. WHO IS BARBIE?
Positive sentiment:
Fun, pretty, classic
Trendy 62%
Athletic 42%
Organized 64%
Friendly and Open
Minded 43%
Easy to find 80%
Affordable 66%
Classic 76%

13. WHAT DO MOMS WANT? 88% of buyers are moms
93% Educational toys
64% Sparks imagination & creativity
79% Playing with dolls helps my daughter
develop a better understanding of the
world
81% Mom’s played with barbies when they
were children
65% say it's a brand they trust

14. FUTURE

16. DILEMMA
70%of mothers believe that it is not important
for the doll to look like their daughters.
“The variety in body type, skin tones and
style allows girls to find a doll that speaks to
them.”
Evelyn Mazzocco, Senior Vice President of Creative for
Global Brands

17. INSIGHT
Having a variety of boxes
still forces you to check a
box

18. RECOMMENDATION
Market Fashionista line as bringing back
the bonding experience of play for mother
and daughter, during which valuable
discussions could be raised and a
balanced perspective of society could be
cultivated.

19. BRAND REPOSITIONING
Digital
Non Educational
Analog
Educational

20. #Classic

21. Psychographic:
A mother who is who used to
playing with Barbie
Part of the mom’s upbringing
Mom who’s conversational with
their daughter
TARGET AUDIENCE

22. #BarbieTBT
Experience

23. THANK YOU!