Impact Of The Globalization Process Of Mattel

Mattel is a global toy company that has been around since 1949. They are the company that introduced Barbie and Hot Wheels to the world as well as many others toys. Mattel has license agreements with Walt Disney and Nickelodeon. In

In 2004, Mattel Inc. first filed a lawsuit in Los Angeles County Superior Court claiming that its former employee, Carter Bryant, violated copyright infringement and breach of contract. Mattel is widely known for their popular Barbie dolls and MGA Entertainment have their Bratz dolls, which were the popular modernized Barbie in the 2000’s. In 2008, a federal jury ruled in favor of Mattel because they believed Mr. Bryant developed the concept of the Bratz doll while working at Mattel, then leaving and pitching his idea to MGA (“Barbie”). Mattel was awarded $100 million, however, the verdict was appealed resulting in a retrial.

In New York on March 9, 1959, Mattel introduced the Barbie doll to America. The thin, teenage fashion model that has a perfect slender nose, big eyes, a valumptuious bust, a narrow midsection, and curvy hips. It is estimated that over a billion Barbie dolls have been sold worldwide in over 150 countries. Barbie is one of the first toys to have a marketing strategy based extensively on television advertising, which has been widely copied by other toys. Barbie has also appeared in a series of animated films such as Toy Story 2 and Toy Story 3. Barbie’s petite figure, perfectly arched eyebrows, and plastic smile has become the desired American image that many teenage

The main reason that Barbie gained so much popularity and is still popular today was because her main purpose and her conception were to fill the void of having a role-playing toy. In the 1950’s and 1960’s, the girls had only baby dolls and paper dolls to role-play with. With the new age of television in many households, Mattel’s aggressive marketing on television, contributed to making Barbie a household name. Some other reasons for Barbie’s success, was because Barbie was marketed with different careers, clothes, accessories and companions over the years. In 1998, Happy Holiday’s Barbie Doll was one of the first dolls to be sold as a collector doll. Mattel has new holiday dolls that come out each year. Now Barbie has evolved into a way for mother’s and daughter’s to bond, by the passing down of older dolls and being able to collect them. Barbie has become

A lot has changed since 1959! Barbie was created in March of 1959, by an American businesswoman named Ruth Handler. Ruth use to watch her daughter Barbara play with paper dolls, and noticed that she loved using her paper dolls as adults instead of infants which all of the dolls were back in 1959. Barbie was based off of a German doll called Bild Lilli. Every girl wanted her own Barbie and they still do! Every time a new Barbie comes out it’s to represent the era’s new fashion statements, new makeup trends and the bodies of how woman should look but a lot has changed since the first ever Barbie’s to now day Barbie’s. Barbie has become a lot more controversial and more accurate to how women’s bodies really are.

Mattel, Inc. (“Mattel”, “the Company”) is a leading American toy company that designs, manufacturers, and markets a broad variety of toy products world-wide which are sold to its customers and directly to consumers. In 1945, Ruth and Elliot Handler and Harold “Matt” Matson founded “Mattel” out of a garage workshop in Southern California. Though Mattel’s first products are picture frames, Elliot soon developed a side business in dollhouse furniture made from picture frame scraps. Encouraged by the success of the doll furniture, the founders re-focused the company’s emphasis to toys. Currently headquartered in El Segundo, Southern California, the company operates under the vision of “creating the future of play.”

Ultimately, it demonstrates that manufacturing Barbie’s with several different diversities can teach valuable life lessons to young girls. Recently there has been an immense increase in Barbie sales around the globe. According to Lena Grossman in her article “Barbie’s New Body is Helping Mattel in a Big Way”  the company that manufactures the iconic Barbie has witnessed a 23% sale increase. Sales started to increase once

Barbie is the worldwide brand of fashion dolls manufactured by the American toy-company Mattel, Inc. Nevertheless. Today Barbie is not just a toy, but an entire corporation; she has a sweetheart Ken, a family, friends, animals as well as a house, a car and designers’ clothes. Since the first launch in March 1959, Barbie became an icon: she was sold in 150 countries and still remains the world 's most popular doll. According to Mattel, nowadays, three plastic, 11.5 inch Barbie dolls are sold every second.

Mattel had an intention of fueling female-empowerment with its introduction of Barbie in 1959; however, the brand has faced much backlash through the years for its unrealistic body style.[Abrams] After many years of criticism Mattel has taken a sharp unforeseen turn towards a movement that will promote body acceptance. Three new bodies, petite, tall and curvy, made by Mattel will take to the shelves beginning January 28th 2018. They will be sold alongside the original busty, thin-waisted form on www.Barbie.com, still all under the name Barbie. The spotlight however seems to have been shined upon the curvy one ( thick thighs, a protruding stomach and a big behind ) A startling change to the most infamous body in the world, that for over 50 years has shown Barbie with a big busted and small waisted thin body style. Today’s average US woman’s figure is 35-35-28 with sex symbols like Beyonce sporting a figure of 35-26-39, which is in sharp contrast to that of the classic Barbie. We have seen changes made by Mattel dolls with the introduction of Barbie’s various friends of different hair color and skin complexion in recent and past years, but this change in the doll will be its first that will seemingly reflect the variety of our population. The company hopes that the new dolls, having diverse body types, new skin tones and hair textures introduced last spring will bring a sense of reflection to the young owner’s world. The brand does $1 billion in sales across more than 150

In 1955 Mattel changed the way toy companies advertise. Up until this point, toy manufacturers relied on retailers to showcase and sell their

In 1945, Ruth and Eliott Handler founded Mattel – one of Americas leading manufacturing companies of today. The idea for the Barbie doll was conceived when Ruth watched her daughter play with adult paper dolls. She noticed the importance of being able to change the doll's clothes, and decided to create a three-dimensional fashion doll, naming her Barbie after Barbara (her daughter). At the time, the toy market was dominated by baby dolls and toddler dolls. Barbie was a new conception that became a worldwide hit. Since her debut in 1959, Barbie has remained one of the most popular toys of all time. There are two Barbie's sold every second, and more than one billion dolls have been sold around the world (Maine, 2000, cited in

* Barbie was the only Mattel brand that made the list of the 2002 “The 100 Best Global Brand”.

As the doll market expands internationally, too, Mattel has not always been successful at matching or selling Barbie to local cultures. Many people from other non-Western cultures want dolls that match their culture, and Barbie frequently does not fit them.

The face was characterized by a tiny snub nose, a closed heart-shaped mouth, pointy eyebrows, side glancing blue eyes and was beautified by make up, including red lipstick, black eyeliner and blue eye shadow. The hair, realized in saran, was gingery blonde and was gathered up in the back of the head in a ponytail, while a curled bang covered her forehead. The body was realized in an accentuated hourglass shape and it was provided with movable head, arms and legs. The feet, seemingly arched-moulded to fit the black high-heeled, open-toe, plastic sandals Barbie was equipped with, presented holes on their bottom, indispensable to insert the pedestal prongs and let the doll stand alone. The right foot carried the mark “Japan”, which helped sourcing information concerning the country of production, in case of a lack of data. Barbie’s toenails and fingernails were painted red. She was wearing just few accessories including a black and white, striped, strapless swimming suit with a considerable scoop on her back, a pair of golden hoop earrings and white cat-eye sunglasses with blue lenses that she carried in her left hand. The box containing the doll was made in cream-coloured cardboard and was decorated by fashion illustration sketches of Barbie possible

Late January of 2015, Mattel released the images of the new barbie. The iconic doll now made in petite, curvy, tall, and original. This move Mattel says is “More than just making Barbie look different”. [] Mattel is re-focusing their late powerhouse brand, sales have plummeted in recent years as the doll has struggled to remain relevant to little girls