José Ignacio Gafo Gómez-Zamalloa

Barbie -- the classic white, blond standard-bearer of fake beauty -- is getting a new shape.

In the words of About.com: “Barbie, the doll has done it again, she’s reinvented herself to fit with the fast-paced, ultra-modern world of girls today. With a logo sporting a sassy, teenage signature look, and colors that extend beyond the expected bubble gum pink, the line has a fresh feel to secure at least four more decades on top”.

Why is Mattel remolding Barbie? Several possible theories have been considered:

1. As every product, it needs a refresh.
2. Competition is getting tough and it needs to be reshaped. As a curiosity take a look at Ruby, a pudgy doll featured in ads and posters for The Body Shop, which has long sought to use self-esteem as a selling point.
3. The taste of teenagers has changed dramatically. Now they look for dolls similar to them and not idealistic ones.
4. Social reject due to its unrealistic proportions. According to the manufacturer it is not the case. "Our intention is for her to have more of a teenage physique," says Mattel spokesperson Lisa McKendall. "In order for hip-huggers [the new doll's debut outfit] to look right, Barbie needs to be more like a teen's body. The fashions teens wear now don't fit properly on our current sculpting."
5. The current fashion standards are completely different from those of the “old” Barbie.
6. The product needs to be redefined so that Barbie can do a successful entrance in the Internet World.

Whatever, the real reasons, it seems that no product will last forever, even if you have a terrific brand as Barbie. The brand and the product are living beings that need to be reconsidered and adapted again and again to your target group.

Comments and thoughts are welcome.

Best.

Ignacio Gafo

Posted on 25 July 2007 in International Marketing, Branding

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Posted by: Philips at September 13, 2007 07:28 AM

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