mattle
A Global Journal Report --- Small World: One-Toy-Fits-All: How Industry Learned to Love the Global Kid
By Lisa Bannon in Los Angeles and Carlta Vitzthum in Madrid. Wall Street Journal. (Eastern edition). New York, N.Y.: Apr 29, 2003. pg. A.1
Abstract (Summary)
For example, Mattel's Rapunzel Barbie, whose ankle-length blonde locks cascade down her pink ball gown, was released on the same day last fall in 59 countries including the U.S. -- the company's biggest product launch ever. Since then, Rapunzel Barbie and related merchandise has generated $200 million in global sales, nearly half of that outside the U.S. The doll made the top-10 bestseller list in Britain, the U.S., Italy, Spain, France and Germany and was a huge hit in Asia. At a time when the U.S. market has been stagnating, Rapunzel Barbie helped boost international sales at Mattel, based in El Segundo, Calif., to $1.9 billion in 2002, up from $1.5 billion in 2000. Mattel no longer makes Asian-featured Barbies.
For example, when Rapunzel Barbie had its debut in October, Wal-Mart stores in South Korea and China hired local women to dress up like the doll and greet children as they entered. At the same time, the Mattel TV ad campaign was broadcast around the world in 15-, 20- and 30-second spots -- in 35 different languages. Mattel's Barbie Web site, which has eight language options, featured Rapunzel stories and games. A computer-animated movie, called "Barbie as Rapunzel," was broadcast on TV and released on video and DVD around the world, and shown in some theaters overseas. The 80-minute movie stars the doll in an updated version of the fairy tale, in which Barbie is locked in a tower by an evil witch -- voiced by Anjelica Huston. Barbie isn't liberated by a prince, as in the Grimm Brothers classic, but frees herself with the help of a magic paintbrush.
The launch was accompanied by special promotions of hair-comb sets and other accessories at Carrefour stores across Spain. After seeing the
By Lisa Bannon in Los Angeles and Carlta Vitzthum in Madrid. Wall Street Journal. (Eastern edition). New York, N.Y.: Apr 29, 2003. pg. A.1
Abstract (Summary)
For example, Mattel's Rapunzel Barbie, whose ankle-length blonde locks cascade down her pink ball gown, was released on the same day last fall in 59 countries including the U.S. -- the company's biggest product launch ever. Since then, Rapunzel Barbie and related merchandise has generated $200 million in global sales, nearly half of that outside the U.S. The doll made the top-10 bestseller list in Britain, the U.S., Italy, Spain, France and Germany and was a huge hit in Asia. At a time when the U.S. market has been stagnating, Rapunzel Barbie helped boost international sales at Mattel, based in El Segundo, Calif., to $1.9 billion in 2002, up from $1.5 billion in 2000. Mattel no longer makes Asian-featured Barbies.
For example, when Rapunzel Barbie had its debut in October, Wal-Mart stores in South Korea and China hired local women to dress up like the doll and greet children as they entered. At the same time, the Mattel TV ad campaign was broadcast around the world in 15-, 20- and 30-second spots -- in 35 different languages. Mattel's Barbie Web site, which has eight language options, featured Rapunzel stories and games. A computer-animated movie, called "Barbie as Rapunzel," was broadcast on TV and released on video and DVD around the world, and shown in some theaters overseas. The 80-minute movie stars the doll in an updated version of the fairy tale, in which Barbie is locked in a tower by an evil witch -- voiced by Anjelica Huston. Barbie isn't liberated by a prince, as in the Grimm Brothers classic, but frees herself with the help of a magic paintbrush.
The launch was accompanied by special promotions of hair-comb sets and other accessories at Carrefour stores across Spain. After seeing the