The marketing tricks that

have kept Barbie’s brand

alive for over 60 years.

Rejected by the toy industry at first, Barbie is now one of America’s most
trusted brands. “She” – the 11.5 inch blonde doll, but also her brand
persona – generated worldwide sales of around US$1.5 billion (£1.3 billion)
in 2022, and has a brand value of US$590 million.

Barbie debuted on March 9 1959 at the New York International Toy Fair as
Barbie Teenage Fashion Model. Sixty-four years later, the doll continues to
be the subject of cultural, sociological and psychological interest. By
creating an iconic brand with special meaning for fans of all ages (Barbie is
marketed to children aged three and older), toy company Mattel has
successfully extended the lifecycle of the Barbie brand for well over half a
century.

Barbie is also a polarising figure. The brand embodies the notion of a

“double bind”, celebrated as an inspirational role model while at the same
time blamed for creating unrealistic expectations of women, particularly
when it comes to how they should look.

But while most toys remain popular for only two or three years, Barbie’s
long-term success reflects Mattel’s responsiveness and adaptability to the
changing cultural and political discourse in society and around this doll. So
how has the company done it?

A Barbie girl, in a Barbie world

Research shows there are many ways to build and sustain brand
characters, but Mattel has used a “multiply” strategy for Barbie. This has
involved introducing other characters that play supporting roles in Barbie’s
“world”.

Over the years, these supporting acts were introduced to portray Barbie’s
relationship with friends and family. First there was Ken (1961), Barbie’s
boyfriend, then her younger sister Skipper (1964), followed by friends
including Midge (1963) and Christie (1968), the first black Barbie character.

The storylines and individual characteristics of these additional characters

connect to Barbie’s persona and increase brand visibility. Mattel has also
used storytelling tactics such as announcing that Barbie and Ken had
officially broken up on Valentine’s Day in 2004 (they got back together in
2011). Such stories resonate with fans’ emotions, sustaining interest in the
brand.

These tactics typically work for a while, but how has Mattel sustained
true brand longevity for this long? There are many strategies designed
to revitalise mature brands. Mattel successfully extended Barbie’s brand to
capture new audiences, drive growth and expand into new types of
products beyond dolls.

This is a risky endeavour if the brand is stretched too far. But Barbie’s
brand has been successfully extended into other profitable categories such
as clothes, accessories, cosmetics and entertainment (music, movies and
games). And now, after several computer-animated, direct-to-video and
streaming television films, Barbie’s first big budget, live action movie will be
released in cinemas in July 2023.

Criticism of Barbie
As Barbie’s brand has expanded and evolved, the doll has also
encountered criticism. Over the years, Barbie went through many
transformations to look more confident, and was marketed as having many
life options, particularly when it comes to work. There are now Barbie dolls
representing more than 200 careers – from astronaut, surgeon,
paratrooper, game developer, architect and entrepreneur to film director
and even US president.
But critics have argued that these career dolls are a “misfire attempt at
inspiring girls”. This negative perception of the brand’s moral vision is
linked to the notion that Barbie is rooted in an ideal of femininity that still
characterises women by their physical appearance.

Barbie has been accused of promoting unrealistic body standards,

stereotyping and objectification of women, as well as having a negative
influence on girls’ self-esteem and body image.

In 2017, Mattel took another significant step by introducing ethnically and

racially diverse dolls of different nationalities, including the first hijab-
wearing Barbie doll. However, this approach prompted criticism that Mattel
was treating race and ethnic differences as “collectible”, and commodifying
culture.

Despite this, Barbie continues to be a toy that many children play with. The
longevity and iconic status of the doll is a tribute to Mattel’s astute
marketing and reinvention efforts. These have helped the brand remain
relevant even now, 64 years after it was launched.

Explain how Mattel has extended the product lifecycle of Barbie?

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Assess how Barbie has maintained its dominance at the maturity stage since 1953?

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Assess the types of extension strategies Barbie has used?

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Explain how Barbie appeals to a niche market?

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Assess how branding has a part to play in Barbies success?

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