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Barbie Product Life Cycle

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Ashley Alexander

on 17 December 2012

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Transcript of Barbie Product Life Cycle

Product Life Cycle Introduction Since their creation in 1959, Mattel's Barbie dolls have dominated the toy industry and have sold more than a billion dolls worldwide. Barbie is still the leading brand in dolls for over 50 years due to the constant changes made in its' product life cycle: Around 2,000 different Barbie dolls have been designed, all of them reflecting the culture and fashion of their time period. Part of the Barbie's success also deals with it's globalized production.
By researching the countries and raw materials involved in the production of Barbie dolls, we can learn how companies like Mattel can adapt to constant demand changes within their market. Sources Raw material Processing Manufacturing Packaging Use and Maintenance Recycling and Redistribution http://www.bebarbie.net/2008/03/how-many-different-barbies-have-been.html http://trex.id.iit.edu/~ibarros/cases/Barbie99.pdf http://www.ehow.com/about_6859955_barbie-dolls-manufactured_.html http://legacy.lclark.edu/~soan221/97/Barbie5.html http://www.marketingmagic.ca/articles/PLC.htm http://www.ehow.com/list_6890761_materials-barbies-made-of_.html Mattel has not one but many providers throughout the world for the production of Barbie dolls. Although the
specific suppliers are not
released to the public, we
can look at what materials
are used in order to make this product, and how they are generally made. Polyvinyl Chloride (Vinyl) Synthetic Fiber Oil PBT (Engineering Thermoplastic) Water-Based Paint Nylon Ethylene Mattel gets these materials from various countries including Tawain, Saudi Arabia and Japan. http://www.whatisvinyl.com/ Ethylene and chlorine are combined in the process to make the vinyl used for the majority of the product. Modern Barbies add Elastomer to allow them to be more flexible. Barbie's hair is made out of nylon and synthetic fiber, and her face is painted with common water-based paints. Chlorine Elastomer Barbie dolls are manufactured primarily in China and Indonesia. Since their creation, Barbie dolls have never been made in the United States, and were first produced in Japan, but as cost of labor increased, Mattel found
cheaper places to produce their products.
Manufacturing Processes:

.Barbie's head and limbs are made by using rotating molds.

. Metal mold cavities are filled close and cooled in a chamber using water and air.

. Her hair and face is added/painted by individual, specialized machines. Barbie's cardboard packaging is made in the United States and is designed using the same process as the dolls. This way they can fully reflect the product sold. Up until 2011, Mattel used paper from Asia Pulp and Paper (APP) for packaging. More recently they have switched to more eco-friendly packaging suppliers and materials. http://news.discovery.com/earth/ecobarbie-mattel-packaging-goes-green-111010.html Several tutorials exist for restoring barbie dolls if certain parts are damaged, like the hair: Use: Most barbies are either thrown in the trash or kept by collectors. Pink Label is used to designate play line or inexpensive dolls.
Silver Label is used for collectible dolls with no more than 50,000 produced.
Gold Label designates numbered editions of 25,000 worldwide or less, available at select retailers.
Platinum Label is an exclusive designation used when the dolls are sequentially numbered editions with less than 1,000 available worldwide. They are only available from certain Barbie dealers.
Black Label is a newer designation that indicates it is a doll designer for the adult collector. Modern barbies are divided into labels, separating the collector's dolls from the toys. http://www.fashion-doll-guide.com/Barbie-Doll-History.html
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