becoming rapidly diverse. Within the last few months‚ Mattel came out with a new line of diverse Barbie dolls which come in four different body types‚ 22 eye colors‚ seven different skin tones‚ different face shapes‚ and 24 hair styles. Mattel has chosen to focus on the growing diverse youth market to expand their existing product line to a new market. Mattel’s target market includes diverse children‚ but more importantly the parents of those kids. Mattel wants to target the parents to buy the Barbie’s
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All totaled‚ there are now over one hundred and fifty different dolls under the Barbie brand. Quality Quality has been the watchword of Barbie. Mattel has consistently researched on quality materials to ensure that the doll remains firm in the marketplace. Today’s Barbie are more lifelike using materials technology. A few years ago‚ when Mattel designers decided to give Barbie a flexible waist that would allow the doll to move back and forth and side to side For this‚ Barbie’s stomach needed
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physical changes that may or may not make them proud. They want to be just like everyone else and look their best. There has been many controversial issues about the impact of the Barbie doll. In 1945‚ Barbie was founded by Ruth and Elliot Handler of Mattel Creations. The idea of Barbie was inspired by Ruth’s daughter who grew up playing with paper dolls. After many years of trial and error‚ on the making of the perfect Barbie‚ Ruth finally introduced the first‚ ever made Barbie doll. Barbie had a thin
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Case 11: Mattel‚ Inc. 1. Do manufacturers of products for children have special responsibilities to consumers and society? What are these responsibilities‚ and how well has Mattel met them? Provide evidence of Mattel’s strengths and weaknesses in this area. Yes‚ manufacturers of products designed for children have special responsibilities to consumers and society. Because children often lack the literacy to completely understand how things may work‚ toys must be safe in all use including
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CASE 4-2 BARBIE: GROWING PAINS AS THE AMERICAN GIRL GOES GLOBAL a. CASE SUMMARY Nowadays‚ Barbie has become much more cosmopolitan. But some new toy fashion trends spell trouble for Mattel‚ which depends on Barbie for about 20 percent of its annual sales. However‚ Although Barbie has been successfully adapted to cultural differences in the U.S.‚ the opportunities for international growth come with formidable challenges. Now besides the U.S. market‚ Barbie has been successfully entered into Europe
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share. 1. Describe Mattel’s global marketing strategy for Barbie and assess its success. Barbie has been successfully adopted to cultural differences in U.S. but international challenge will be more formidable‚ and John Amerman former CEO of Mattel‚ noted “There are twice as many children in Europe as in the U.S… three times as many in South America and fifteen times as many in Asia…the potential market
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market has been stagnating‚ Rapunzel Barbie helped boost international sales at Mattel‚ based in El Segundo‚ Calif.‚ to $1.9 billion in 2002‚ up from $1.5 billion in 2000. Mattel no longer makes Asian-featured Barbies. For example‚ when Rapunzel Barbie had its debut in October‚ Wal-Mart stores in South Korea and China hired local women to dress up like the doll and greet children as they entered. At the same time‚ the Mattel TV ad campaign was broadcast around the world in 15-‚ 20- and 30-second spots
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company like Mattel assess the risks associated with the way it does business? Bob Eckhart‚ CEO of Mattel (US)‚ had a problem Mattel had discovered on July 30 that a number of its toys manufactured in China contained lead paint The following month had seen a series of recalls‚ rising political tensions between the United States and Chinese governments‚ and a suicide But no company had been in China longer than Mattel; the original Barbie had been created there in 1959 Mattel had a depth of
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longer succeed over an extended period. 2. Barbie is hardly a high-tech product‚ but has Mattel been innovative in how they have developed the product and extended its life cycle? Mattel has continuously strived to be innovative and extended Barbie’s life cycle. Mattel has been constantly working on the actualization of the doll. And by combining technology and innovative designs to the product‚ Mattel has been able to keep Barbie’s status in the market for more than 40 years. “Of course
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Barbie®: Mattel Corporation ‘I’m a blonde bimbo girl‚ in a fantasy world.....Life in plastic. It’s fantastic.’ (Aqua) Barbie was born in 1959 but she has never aged because she is a doll. To date over 1 billion Barbies have been sold by the US company that own her - Mattel Corporation. Ruth Handler‚ who founded the company along with her husband‚ Elliot‚ modelled the doll on an 11½ inch plastic German toy called Lilli sold to adult men. She named the adapted doll after her daughter‚ Barbara
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