Barbie vs. Bratz Essay

794 Words Dec 23rd, 2014 4 Pages
BADM 372: Advertising
Case 2: Barbie vs. Bratz 1. Provide an analysis of the Mattel Barbie brand. What factors shape perceptions of the brand in the eyes of parents and young girls? Barbie was billed as “a shapely teenage fashion model,” and made her first appearance at the American Toy Fair in New York City and soon became a hit. (http://www.brandchannel.com/features_profile.asp?pr_id=160) Barbie was then and still is a popular doll for young girls. In the beginning she was popular because she was the 3D version of the very popular paper dolls, with interchangeable clothing and accessories. Today she is still very popular and probably for the same reasons; you can buy a variety of different dolls with different ethnicities, different
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Now a days everyone has some sort of social media page including the younger generations, however anyone under the age of 18 has to “lie” on their page because it’s not meant for kids. Because of the expanding popularity of social media I believe that kids are growing up faster than they need to. When I was younger I was still playing with my Barbie dolls into 8th grade so around 13/14 years old. My cousin has a 13 year old daughter to constantly posts on facebook how she is going to be alone forever and that she will never meet a good guy. At 13 years old she should not be concerned about boys, especially not finding the one she is going to spend the rest of her life with!
This all being said I think that the popularity of social media is taking away from young girls being young which is causing them to stray away from childhood toys like Barbies and Bratz. Also with the popularity of an “internet meme” taking the Barbie and Bratz image and suggesting things in a mature manner causes people to look at them in a manner aside from being a child’s play thing. 4. Do you think the efforts made by Richard Dickson were the most effective ways to restore the brand? Defend your answer. I think Richard Dickson did a great job of restoring the brand just based on the 18% increase in sales in 2009. I love the fact that he mandated that all Barbie products be consistent with the brand’s identity because then when

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