Bratz

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

Alexandra Wilson Dr. Andrea Austin EN460f – Seminar Paper Wednesday, November 14, 2012 Barbie and the Notion of Progression Since the emergence of the Barbie doll in 1959, Barbie has been a populous choice among young children, and more specifically young girls because of its monopolization of the toy market. Barbie is a doll that has been outwardly controversial and debated upon for years and most likely will be for many years to come. The idea of the Barbie doll is a toy for which young girls

The Bratz doll was created to be a good alternative to the Barbie; instead, she teaches sexuality through inappropriate attire and excessive makeup. The Bratz doll needs a make-over if she is going to teach girls to grow up confident. Young girls playing with Bratz dolls is not an ideal situation because the doll teaches them how to make themselves look more sexualized. This plastic doll is only six inches in length, much shorter then it’s competitor Barbie, but it still holds much more impact

grow up wanting to be like the superheroes and G.I. Joe figures they play with; girls look to their Barbies and dolls to see how society mandates teens and young adults to be. Bratz dolls are also among those Barbie-type toys that girls are looking up to these days. Bratz dolls are similar to Barbie in form; however, Bratz are more fashionable and “hip” than the traditional blonde-haired, blue-eyed Barbie. In fact, the more fashionable and “hip” the dolls become, the more negative the image becomes

while to react and that can cost millions. In this case, a sluggish reaction by Mattel executives cost them in excess of 20 million, over a short period of time. Girls who wanted attitude and ethnicity, not pert and pale, bought $20 million worth of Bratz dolls in the first six months they were out, and the doll line went on to win the People's Choice Toy of the Year award from

For sure, little girls more often than not are prone to fantasize about their future and how they will turn out to be when they’re grown up. The future for each little girl is a world full of challenges, surprises and expectations, not to mention fear and excitement. In other words, the future is not yet seen in a girl’s mind but, she wants to get a glimpse of it, that is why, playing with dolls and girly items are a little girl’s attempts to fantasize or at least get an idea of what she will look

messages for girls which was a step in the right direction. Then Bratz in 2001 made by MGA Entertainment which had an entirely new take on gender role orientation. Research presented by Karniol, Stuemler-Cohen, and Lahav-Gur (2012) suggest that girls’ gender role orientations have an impact on which doll they prefer. The study they conducted pertained only to younger girls who explained their preference as to why they might choose a Bratz doll over a Barbie doll or why they might not even have a preference

released into the toy market. Mattel dominated the toy market till the late 1990s. But in 2001, when MGM’s Bratz dolls were introduced, the realistic look of these dolls attracted girls and they started abandoning Barbie dolls. Now Barbie faces stiff competition not only from Bratz but from Mattel’s own American Girl. Between 2001 and 2004, Barbie sales fell by 27.5% due to stiff competition from Bratz. MGM

Introduction Mattel, the world’s leading toy and children’s good manufacturer has cultivated a strong portfolio of well known brands and products while being recognized has a highly responsible corporate citizen that makes ethics and safety a priority. The company must build on its heritage, while defending itself from threats. At the same faced with maintaining its market position in the face of many changes in their target market. Situational Analysis STRENGTHS      Strong Products

Mattel’s iconic and best-selling brand is The Barbie. Introduced in 1959 as “The Teenage Fashion Model,” Barbie allowed girls to experience fashion and to explore various dreams, fantasies and aspirations without ever leaving home. Because of the introduction of the television in the 1950 's, companies discovered a new consumer audience among children and teenagers. The post-war era saw a strong economy advancing the middle class suburban families. Now, buying toys became a year round business versus