BARBIE’S SUCCESS STORY

Presented by:-

Wahid

Deepak

Siddharth

Sumit

Loknath

Ashish

On Product and Brand Management

About case

The case examine the evolution of the barbie doll over the year from its launch in 1959

It explores the product development strategies adopted by Mattel for barbie and the reason for the success of barbie

The case also explore changes in barbie’s image along with the changes in American society

The case also examines the challenges that barbie could face in the future with the launch of Disney Princess

About Ken and Barbie Friend :-

Mattel Introduced “ken” in early 1960’s as Barbie's Boyfriend Mattel Introduce “Midge” as Barbie Friend in 1963 Mattel Introduce “Skipper", Barbie little sister in 1964 Mattel Introduce “Francie” Black Barbie in 1967 Mattel Introduce “Christie” Black friend fof Barbie in1968

Introduction Mattel, Inc. was founded in 1944 by Ruth and Elliot Handler and their

friend Harold Matson The company was located in a garage in southern California The first Mattel products were picture frames, then soon from the scraps

of picture frames Handler developed a side business in dollhouse furniture

The success of doll house furniture the handler decided to focus on producing toys

First successful product of the company was musical toy The decision of Mattel to promote its newest toy, “The Burp Gun”, Tie up with American broadcasting company ABC-TV offered Mattel an

exclusive 52-week sponsorship of a 15-minute segment in its new program “The Mickey Mouse Club ”

Sponsorship cost goes to around $5,00,000

Cont…. Week after the show Burp Gun sold 1million toy that Christmas for

the price of $4 each Mattel made toy industry history again in 1959 with the introduction

of Barbie Encouraged by the success of Barbie, Mattel made its first public

stock offering in 1960, “selling shares at $10 each.” By 1963 it had its common stock listed on the New York (NYSE) and

Pacific Coast Stock Exchanges By 1965 Mattel sales touched $100 million and it got listed in

fortune 500 companies in 1970’s it reported profit of $17.4 million And that $10 share was worth $522.50 at the stock's height in 1971 In 1968 mattel launched new product i.e, “HOT WHEELS”

Cont….

In 1977 Mattel entered the Electronic games market and re-evaluated its diversification strategy

In 1979 it launched the “Intellivision” home video entertainment system In 1982 it launch master of the universe toys “He-man” Mattel, Inc. became the world’s largest toymaker in the 1990s due to

high Barbie sales, a series of smart acquisitions of other toy companies and strong alliances with the entertainment industry.

In 1993 it bought “Fisher Price” the world infant and pre-school toy brand

About Barbie Barbie launched in 1959 figure 1 At first, the dolls did not look innocent because of the heavy makeup

on their faces. Mattel changed this problem by advertising and eliminating or editing

the less popular features. For instance, Mattel gave Barbie a softer skin tone and new hair,

which was a bubble-cut.32 The doll, officially named “Barbie Teenage Fashion Model”

Market-research test also found that the mothers hating the doll, even though girls loved her. 1959 First EVER Barbie Commercial High Quaility HQ!.mp4

In 1959, Mattel sold 351,000 Barbie dolls at $3 a piece, making the doll a smash hit.

Mattel added factory capacity and warehouse space and couldn't keep up the demand for the next three years

Barbie was considered an icon of American culture across the

world and a representation of the luxurious lifestyle of the Americans.

She was also regarded as a role model who inspired young girls to become independent and self-reliant.

Barbie's success to its ever-changing styles and its adaptability to changing trends in American society.

Barbie Competitor :- Disney princess

launched in 2001 Launched Character like Snow white & Sleeping beauty as Doll

Analyse the changes in Barbie’s Image ?

It was reported that Barbie had more that 80 career within 40 years The women liberation movement and sexual revolution overthrew value

and tradition in 1950’s Mattel realized to change of time, Barbie need to look more assertive Mattel introduced “Live action Barbie” to portray the Liberated women In 1974, Mattel introduced “Sweet Sixteen” Barbie with less makeup and

Long hair Mattel associated Barbie with winter Olympics and new athletes Barbie To support Barbie new image Mattel launched new ad campaign –”We

girl can do any thing”

Product development in changing cultural patterns in Americans society Cristy—Black Barbie Sweet Sixteen Barbie –less makeup Day to Night Barbie-Busy Lifestyle Crystal Barbie-Think & dream of career Presidential candidates Barbie-opt for career in politic

The Future of Barbie BRAND name Competition Image Techno savvy

HAVE A GOOD DAY…