Mattel

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

being created too and who knows what those dolls will inspire someone to create next. The Barbie evolved due to different outfit ideas, the diversity of people that play with Barbie, and the creators at Mattel who designed different models of Barbie. Barbies have stretched across the globe and Mattel has factories in China, Indonesia, Thailand, Malaysia, and Mexico. Another negative effect Barbie has is the factories in China, Indonesia, and Malaysia are said to have bad working conditions such as

faced issues of diversity and inequality based on their good looks. Now, Mattel, the maker of the Barbie, is striving to change an overdue icon of American beauty, the Barbie doll. The article, “A Barbie For Every Body,” written by Eliana Dockterman, is about the new styles of Barbies that have been created, and the social prejudice against the original style of the Barbie. I chose this article out of pure excitement that Mattel is changing the Barbies to look more like real American women. In America

Just a glimpse of the package is all it takes for one to realize its Barbie, Mattel does a great job in all of its products by designing them so they are easily recognizable and well known. Mattel makes this Barbie extremely appealing to its audience so that one cannot help but buy the product. When shopping down an aisle of dolls this Barbie is sure to be one of the most eye-catching of the bunch, exactly how Mattel designed it to be. Young girls are drawn to this and similar products because it

their very own stereotyped ideals of beauty, in a strategy of expanding the global reach of Barbie line to different cultures, Mattel came up with multi-cultural Barbie, i.e. Barbie with different backgrounds, for instance: the coloured Barbie was warmly greeted in African, American, Hispanic, and Indian cultures. However, there was controversy over approaches of Mattel in other markets, of which cultures traditional Barbie dolls were not compatible with. Drawbacks were clearly seen in Mattel’s business

Barbie such as lowering children’s self-esteem. Mattel tried to address the problem by creating three new body types for Barbie. The question that is relevant; does the original Barbie harms children’s self-esteem and will the new Barbie address the issue? My goal in this paper is to show evidences of Mattel’s Barbies affecting children’s self-esteem by connecting three main reasoning of how Barbie lowers self-esteem and also the opposing view beside Mattel. OPPOSING VIEW Toys do not affect young girls’

After 57 years since its creation, Barbie has finally obtained a new body. The three new body types are petite, tall and curvy. On January 28th, Mattel released these new dolls for sale on their website. Eliana Dockterman goes inside the company’s story to discuss the risks they 're taking and what their decision says about American beauty standards. For generations, Barbie has been the global symbol of American beauty. The doll has been associated with the belief that it was designed “to teach women

introduction 1971 Jack in the Box by Mattel. Jack in the box toys were said to have first originated in England in the 1400’s, over time these classic toys have been reporduced in many forms. In 1971 Mattel, a toy manufacturing company, founded in 1945, produced another Jack in the box toy (appendix 1). This Jack in the box toy was constructed from metal, with a crank handle in on its side. As the crank handle is turned a music box would play. In the case of the 1971 Mattel Jack in the box the a music

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. I could not find any political factors that

first introduced to the market in 1959. Barbie was the perfect role model for all girls. She was perfectly skinny, had a perfect boyfriend and family, perfect hair, perfect house, perfect everything, but her existence is completely ironic. Although Mattel, creator of Barbie, attempts to make Barbie absolute perfection, all her imperfect buyers are wondering why they cannot look like the beautiful doll. She is responsible for the diminishing young girls’ self-confidence. Lisa Belkin believes girls