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Caitlin Clark

on 16 April 2013

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Transcript of Barbie

Target Market Mexico Barbie Recent News Product 4 Ps Types of Barbies Competitors Recent Ads Campaigns & Partnerships Videos/Advertisements Two main segments:
- girls ages 3-10
- collectors Product Personality "In 2008 an estimated 750,000 cosmetic procedures, 271,000 of which were surgical, were performed in people aged 20 to 29, according to the ASPS. And 81,900 surgical procedures were performed on children and young adults aged 13 to 19." Real Life Dimensions/Negative Image “Barbie has always represented that a woman has choices. Even in her early years, Barbie did not have to settle for only being Ken’s girlfriend or an inveterate shopper. She had the clothes, for example, to launch a career as a nurse, a stewardess, a nightclub singer. I believe the choices Barbie represents helped the doll catch on initially, not just with daughters - who would one day make up the first major wave of women in management and professionals – but also with mothers”- Ruth Handler, Barbie Developer Youthful Happy Feminine Price Place Promotion Many varieties and product lines
The dolls themselves
Barbie's life story
Barbie Dreamhouse
Branded products Marketing to
Children Based on consumer/market
Secondary cost
Brand quality
Barbie craze in the 90's
Cost of average doll Various retailers
Online retailers
Department stores
Specialty stores Barbie and Ken split
2009 Fashion Week runway show
Royal Caribbean
Barbie is moving Dolls of the World line
Controversy over dress and accessories
Mattel's response
Critics' opinions
Examples of other Dolls of the World sources:
http://flcourier.com/2013/02/19/image-of-new-black-barbie-doll-with-exposed-cleavage-sparks-outrage/ New African-American Barbie Image controversy
African-Americans' reaction
Celebrity Image - Inspiration to achieve goals
- Connection to celebrities
- Socially undesirable representation
(body image, credit cards)
- Barbie Syndrome Pop Culture World Culture Movies Barbie Vs. Bratz Target Market & Marketing to Children Should Barbie take Ken Back? - 2011 Barbie:
11.5 inches
Created 1959
Girly, flirty, fun Bratz:
10 inches
Created in 2001
Hip, young, edgy Commercials Bratz Barbie Dylan™ is called "the fox because he's slick".
Cameron™ is called "the blaze because he's hot".
Eitan™ is called "the dragon because he's a nonstop hotshot".
Koby™ is called "the panther because he's always on the prowl". Men dolls http://link.brightcove.com/services/player/bcpid271557392?bctid=14971545001 Royal Caribbean Fashion Week - 2009 50th Anniversary! Mercedes Benz Fashion Week Over 50 Top Designers Barbie is Moving - 2013 Taiwan - Barbie Themed Restaurant World's first Barbie themed restaurant Imagination Careers Over 130 Different Ones Caitlin Bailey Lauren Shelby Kat Slumber Party Barbie 1965
'Don't Eat' guide to losing weight
Scale set permanently to 110lbs -Heidi Montag Montag has stated on many occasions that she just wanted to “look like Barbie” Packaging Pricing Bratz: Barbie: Hair stylist: $15.99
Regular: $11.87 (Walmart) Hair stylist: 14.98
Regular: $9.97 (Walmart) Barbie VS. Bratz Lawsuit
Full transcript