Tuesday, September 23, 2014

Mattel's Barbie Marketing 2014

After the recent poor sales of Barbie items, especially earlier this year, let's see how Mattel is promoting the brand to promote sales.

Styling by Rachel Zoe
The Good: They used a playline doll and made her look like a collectible.

The Bad: The doll maybe playline but the clothes and accessories are mostly collectible.

Muse for a Moschino Collection
The Good: The runway was used blatantly to promote the Barbie brand.

The Bad: The 80's is an acquired taste.

Instagram Campaign
The Good: We get to know Barbie's personality more, what lifestyle and brands she likes to promote.

The Bad: She may have a split personality if she likes both Rachel Zoe's style sensibilities and the Moschino collection inspired by her.

It is obvious that Barbie is trying to reclaim her role as a fashion doll. She could just be successful. I just don't know how she can manage that if she thinks she can be anything she wants to be or take on any job. What's that phrase, "jack of all trades and master of none"?

That's just the brand image promotion. What's about the actual products? Will there be an improvement especially in the playline dolls (their biggest and most important market)?

The Holidays are coming and it is the time of the year where toys sell the most. Toy companies are doing their darndest to promote their products. How will Barbie's marketing team fare? We'll soon find out. It's just fun to take down notes, for history lessons at least.

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