The document discusses Mattel's plans to introduce a Barbie doll that wears a burqa to promote Barbie in Islamic countries. It notes Barbie's success is due to constant reinvention, reflecting girls' interests at low production costs. While over a billion Barbie dolls of diverse cultures have been sold, some criticize Barbie for promoting materialism. The document compares Barbie to Fulla, an Islamic fashion doll, and provides ideas for promoting a burqa-wearing Barbie such as through Islamic prayers CDs, hijabs, storybooks, and tie-ups with other brands.

1. BARBIE TO WEAR A
BURQA?
International Business Presentation

2. ACKNOWLEDGEMENTS

3. • Tripti Gawankar (44)
• Dhriti Udeshi (170)
• Vinit Shah (179)

4. SUMMARY OF THE CASE
• Brief History
• Fashion Icon & Idol
• Cultural Customization
• Criticism of ‘Barbie syndrome’
• Dolls for the Islamic world

8. REASONS FOR SUCCESS
• Reinvention was a constant in Barbie’s
life
• Teenage doll
• Reflects the interest, activities, and
aspirations of girls
• Low cost of production
• Went digital in the 90’s

10. CULTURAL EVOLUTION
• Meticulous product customization to suit diverse cultures across the world.
• Since 1959, over a billion Barbie dolls representing over 45 nationalities and
80 occupations have been sold worldwide.

14. CRITICISM & BANS
• Barbie Syndrome
• Promoting materialism
• First ban in Russia in 2002

17. NOT ENOUGH CULTURE SENSITIVITY?

20. BARBIE VS
FULLA

21. PROMOTING BARBIE IN ISLAMIC
COUNTRIES
•
•
•
•
•
•
•
•
•
•
•
CDs with Islamic prayers
Giving a hijab or a Abaya free to children
Introducing new pet eg. Persian cat
Promotion of Barbies in schools
Introducing Barbie stationeries, books and stories
Barbie based games
Tie ups with brands – eg cadbury and barbie
Barbie in clay
Barbie packet food
Room of Barbie
Promotion in Countries where there is Muslim Population