CASE 4-2 BARBIE: GROWING PAINS AS THE AMERICAN GIRL GOES GLOBAL a. CASE SUMMARY Nowadays‚ Barbie has become much more cosmopolitan. But some new toy fashion trends spell trouble for Mattel‚ which depends on Barbie for about 20 percent of its annual sales. However‚ Although Barbie has been successfully adapted to cultural differences in the U.S.‚ the opportunities for international growth come with formidable challenges. Now besides the U.S. market‚ Barbie has been successfully entered into Europe
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8‚ 2011 4-page paper: Case study of Global Marketing Barbie: Growing Pains as the American Girl Goes Global 1. Describe Mattel’s global marketing strategy for Barbie and assess its success. Does management demonstrate that it understands and embraces the needs to “think global and act local”? Mattel’s success should be attributed to its representation of American culture‚ and its Curated Consumption of its products‚ for example: when parents buy a Barbie doll to the children‚ it is easily acceptable
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Barbie: The American Girl Goes Global 1. Describe Mattel’s global marketing strategy for Barbie and assess its success. Mattel pushed Barbie in to Global market by adapting fashion and culture trends to it product. Difficulties for Mattel to enter global market are culture‚ barriers and competitors. Mattel faced problem in the Middle East about religious and social grounds. Parents and religious leaders think Barbie is odd with their culture value and Arab girl’s reality is different from Barbie
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1. Barbie dolls represent an idealized version of the American dream and lifestyle. The popularity and sales of Barbie dolls have diminished in recent years as a new competitor’s doll line‚ Bratz‚ has gained market share and recognition within Barbie’s original customer demographics. Mattel has recognized the importance of expanding distribution of Barbie dolls into European and Asian markets‚ as these populated regions contain a much larger potential customer base than the American market. Marketing
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popular Barbie doll created by Mattel‚ the idealized image of a woman in our patriarchal society is one who takes care of the home and is flawlessly beautiful with perfect skin‚ long legs‚ small waist‚ and slender figure. The Barbie doll is used as a tool for patriarchy in that it reinforces the notion that women should be domestic workers and maintain a feminine outer appearance. Also‚ patriarchal values affect girls starting at a young age as they unconsciously begin to believe that Barbie is what
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Dangers of Barbie Girl Toys started out as children’s entertainment‚ but have toys always just been for entertainment? Or can they affect the way a child develops‚ or interprets the world around them? The toys you play with as a child send messages that can influence your idea of what is socially acceptable. Toys teach you how to become who you are because of the roles they play. Media plays a major role in that‚ if you have a certain toy that comes out in a TV series‚ you play with the toy the
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revision Who is Barbie? What does she stand for? Do all younger girls envy her? Emily Prager is a columnist for the New York Times and a fiction writer who has written many books. She reads an article in the New York Times about a man’s death‚ Jack Ryan. He was an inventor and designer‚ a man with many accomplishments. As Prager reads on‚ to her astonishment‚ she discovers that one of Ryan’s accomplishments was designing Barbie. “Of course‚” she thought. Why would a woman make Barbie with a “39 inch
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At the age of 41‚ Barbie is one of the longest living toys in America. While she may not be the face of America‚ she has a well-known American face that not only created the doll industry but also set the standard. Her many faces‚ hairstyles‚ careers‚ and even wardrobe luxuries are seen nearly everywhere you go. Barbara Millicent Roberts‚ better known as Barbie‚ made her debut at the America Toy Fair in New York City in the winter of 1959. Barbie has continued to evolve with the changing
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[18] Mattel said that the waist of the Barbie doll was made small because the waistbands of her clothes‚ along with their seams‚ snaps‚ and zippers‚ added bulk to her figure.[19] In 1997‚ Barbie’s body mold was redesigned and given a wider waist‚ with Mattel saying that this would make the doll better suited to contemporary fashion designs.[20][21] "Colored Francie" made her debut in 1967‚ and she is sometimes described as the first African American Barbie doll. However‚ she was produced using the
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Barbie®: Mattel Corporation ‘I’m a blonde bimbo girl‚ in a fantasy world.....Life in plastic. It’s fantastic.’ (Aqua) Barbie was born in 1959 but she has never aged because she is a doll. To date over 1 billion Barbies have been sold by the US company that own her - Mattel Corporation. Ruth Handler‚ who founded the company along with her husband‚ Elliot‚ modelled the doll on an 11½ inch plastic German toy called Lilli sold to adult men. She named the adapted doll after her daughter‚ Barbara
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