Barbie Case Study Model

Since its inception in 1959, the Barbie doll has become a well-known toy brand in the United States and from around the globe. Mattel, the company who owns the Barbie brand, relies on the success of Barbie dolls, consisting around 20 percent of its sales annually. Despite being the world's largest toy maker, challenges have faced its Barbie brand from region to region.

In the United States, young girls are investing more time with electronic devices such as cell phones and music players than playing with their Barbie dolls. Another problem that Mattel is facing is a new competitor that is threating their sales in the U.S. and in Europe. Its recent rival, MCA Entertainment, introduced a new doll brand in the early 2000s called Bratz and has gained popularity with young tween girls.

In Europe, Mattel has had a significant amount of success with Barbie dolls, averaging five dolls owned per child in France, Germany, and Italy. With that success, Mattel introduced the "Friendship

The Susi doll, manufactured by Estrela, has been a popular toy throughout Brazil and, in 2000, was marketed into other countries in South America including Argentina, Paraguay, and Chile. Estrela's marketing director, Aries Fernandes, stated that the reason why Susi dolls are so successful is, "because she resonates with Brazilian girls. She has a body like them and all the themes and clothes are very Brazilian. We wanted to create something the local kids could relate to."

Success was attained by Mattel, in 1995, when they introduced Barbie dolls into the Indian market. By slightly modifying the dolls by outfitting them with a sari dress and a bindi mark onto its forehead, Barbie dolls were widely accepted due to having "no competition" and Mattel's advertising strategy. Although India was a success, entering into the Japanese market, however, would have its own set of obstacles to