Case: Does Mattel’s Iconic Barbie Doll Need a Makeover?

. What are the main issues that the Barbie brand currently faces?

Currently, Barbie is currently dealing with branding issues. One of the main issues is keeping up with the ever changing customers and retailers. Barbie must change her identity to accommodate their wants and needs. There has been a growing attention to gender stereotypes within the toy industry. Major retailers have been reorganizing their toy departments, from being categorized by gender to being categorized by theme.

2. What are the ongoing controversies about Barbie?

Barbie has always been a role model for little girls. These girls would imagine themselves as Barbie. While having Barbie as a role model has its positive aspects, it also has negative effects. Barbie was brought to market in the late 1950s, a time when beauty standards for women were very high. Barbie had “achieved” various successful careers and little girls thought they could be like Barbie if they looked like her. The achievable and unrealistic body type has caused issues with young girls, making them think they need to be extremely thin in order to be successful or valued members of society. As time has progressed, negative images has been associated with Barbie. Mostly, critics argue that Barbie is not a good role model.

3. What is the influence of Barbie on society? Is Barbie “bad” for society?

As a child, I played with Barbies. Barbie showed me that girls could be anything and accomplish anything they put their minds to. I always associated her as a positive and happy times. However, I had multiple different types of Barbie and that showed me that people come in all shapes and sizes.

I believe that since Barbie is and has been such a prominent icon of American culture, she will always been under scrutiny. I think people tend to forget that “she” is just a doll. Barbie is not a human person. Barbie is not capable of becoming something else or evolving. It is up to Mattel to keep up with the times and give these children a positive role model. Even though Mattel has increased the variety of dolls, critics will always have something to complain about. From the business side of Barbie, it was hard to venture away from what has been generating revenue for so long.

I do believe that the older versions of Barbie were “bad” for girl’s self esteem. Girls were taught that they were not good enough unless they looked like Barbie. Barbie was the epitome of beauty. Therefore, if the girls did not look like Barbie, then they were not beautiful.

4. What is your analysis of Mattel’s repositioning efforts, including its new advertisements and new products?

Mattel is implementing a new image on Barbie. First, the new product line. New product items consists of new dolls which was quoted to included “more racial diversity, including eight skin tones, 14 facial structures, 22 hairstyles, 23 hair colors, and 18 eye colors.” Along with the 23 new dolls, the limited edition Barbie advertisement was positively viewed on social media. To top it off, the “Imagine the Possibilities” video was received positively by the public.

With all the new products and advertisements, Mattel is trying to rid the negative criticism that has been attached the Barbie. Barbie could have just made a new products and that could have helped to increase sales and brand identity. The “Imagine the Possibilities” shows that Mattel is dedicated to young girls.

5. What would you recommend that Mattel (and the managers of the Barbie brand) do next?

I would recommend that Mattel stays with the mission of encouraging young girls. They need to continue supporting young girls through their CSR. I would suggest donating money to nonprofit organizations. I did some research on some possible opportunities. First, She's the First sponsors education in low-income countries by giving young girls a chance to become the first in their families to graduate from secondary school. Supporters are able to help by funding scholarships. She’s the First

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