My Scene

Barbie has been a household name for decades and many kids around the world love and adore her greatly. Through the years Barbie has been at the top without any challengers to bring her down. Executives and shareholder love the way in which Barbie conquers all of the competition. Since its inception in 1945, Mattel has been collecting market intelligence in some form (Nash & Duvall, 2005). As a man, I even understood the importance of Barbie to little girls growing up. Around Christmas, Barbie had

Until sales dropped 30%, this giant manufacturer introduced “My Scene”, Barbie dolls debuting together with perfume, cosmetics to aim at older girls segment. However, “My Scene” was found to be an imitation of the Bratz dolls and soon flopped (Hope 2011). This refers to the process of selective retention. According to Kotler & Keller (2009, 204), consumers may keep

Mattel Barbie’s state of depression OVERVIEW Mattel, the largest toy company based on revenues, is the manufacturer of Barbie, Hot Wheels, Matchbox cars and board games. Barbie dolls (Mattel’s flagship brand) were introduced in 1959. With these dolls attracting 7 to 12 year old girls, different varieties of Barbie dolls were 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

Question One: Do manufacturers of products for children have special responsibilities to consumers and society? What are these responsibilities and how well has Mattel met them? Provide evidence of Mattel’s strengths and weaknesses in this area. Yes. As Mattel’s products are designed primarily for children, it must be sensitive to societal concerns about children’s rights. Strengths Responsibility towards the community * Mattel recognizes international environment, different legal systems

When the dolls were first sold, Mattel used the slogan “We girls can do anything”. Since then it has been joined by similar phrases like “Be anything. Do everything.” and the more recent “What happens when girls are free to imagine they can be anything?” The message that Mattel is trying to push is that young girls will play with the doll, and by doing so will imagine themselves living vicariously through Barbie. There have been many iterations of Barbie, and Mattel proudly flaunts all the various

Barbie is more than just a doll for young girls, it became a role model for them. Barbie was a friend, a fashion archetype, and a stylist who transformed young girl lives. Many young girls were impacted with Barbie’s in a materialistic way. For instance, Barbie’s clothing style and accessories became an obsession for young girls to be just like them. Young girls wouldn’t even play with other toys and only focused on their beautiful Barbie, who became their best friend. It was like these 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

knew growing up in my home. I’m very glad I continued the course because it has offered me so much in opening my eyes on how life is for people who are women, different race, their sexual orientation, gender, and disabled. I never really realized how much I was limited too growing up as a girl, I was expected to be dolce, pretty and quiet. While boys were expected to do about whatever they wanted, they could get dirty, be loud, and cause a ruckus. I experienced this as a kid; my brother wouldn’t get

the customer isn’t it worst? If I own a car toy factory and I allow my neighbor to produce my car and my neighbor use toxic paint to paint them then we are both in the wrong. So both Mattel and the Chinese contractor are equally to blame. Mattel also have problems with their design, the magnet fall out too easy. As they are losing their reputation and subcontractors, Mattel should really do something to avoid these issues. In my opinion, firstly, Mattel should improve its design and carefully exam

April 2011 This case study will examine five questions affecting the marketing of Barbie. It will consider the environmental factors affecting Barbie, a SWOT analysis, her position and the implications of it in the BCG Matrix, her target market, and my strategy if I was product manager of the Barbie line. 1. A number of environmental factors impact Barbie. Regarding the environmental factor of competition, Barbie has two major competitors -- dolls from Spin Master Ltd, “perhaps the hottest toy