4. 1945Mattel is founded in
Southern California by
Ruth and Elliot Handler
1959The first Barbie doll
is sold for $3
1968Christie, the first true African-
American doll with a unique
face mold is released
1985Andy Warhol creates a painting of Barbie,
furthering cementing her as a cultural icon
1997Share a Smile Becky,
the first doll in a
wheelchair is released
2006Three Barbie dolls
are sold every second
around the world
2010The average American girl
aged 3-6 owns 12 Barbie dolls.
2016The Barbie Fashionista
Line is introduced
History
Mattel was founded as the Mattel Toy Company in 1945 by Ruth and Elliot Handler. The first products were picture frames, and
Elliot created doll houses out of the wood scraps.
Barbie didn’t make her debut for another 14 years. The doll was named after the Handlers’ daughter, Barbara. Barbara often
played with paper dolls, but she’d give them adult characteristics. At the time, most dolls were baby dolls, so Ruth saw a gap in
the market and created an adult doll.
The first attempt at diversity was with Francie in 1967, but the first true African-American doll with a unique face mold was
introduced in 1968.
Barbie styles continued to evolve and follow fashion trends, such as disco, mod, and surfer styles. Since the 50s, Barbie has had
over 125 careers.
Share a Smile Becky, the first Barbie doll in a wheelchair, was released in 1997. It wasn’t without controversy: a girl with cerebral
palsy pointed out to Mattel that Becky’s wheelchair couldn’t fit inside the Barbie Dream House.
5. • Classic and iconic
• Have received criticism
for lack of diversity
• Has a high value among
consumers
• Very widely known
Background
Barbie is considered classic and iconic, but has certainly faced criticism for its lack of diversity, especially as the brand’s
audiences become more diverse.
It’s very valuable among consumers and is consistently rated as a brand mothers trust more than its competitors.
Barbie is very widely known with nearly 100% brand recognition. It’s estimated that over a billion Barbie dolls have been sold
worldwide in over 150 countries.
6. 1. Very established brand image
Problem
Barbie is struggling with two main problems. Because it’s so widely known, it also has a very established brand image in
consumers’ minds.
7. 2. Increased competition in the doll marketplace
Problem
The second problem involves increased competition. Doll sales in the United States have increased as a whole, while Barbie
sales have decreased every year since 2012. While Barbie is still number one in doll sales, its share of the market has declined.
In particular, Disney Princess sales have increased over the past 3 years as Barbie’s have fallen. It has lost market share to some
of its sibling brands that are also owned by Mattel, including American Girl and Monster High. Some of this increase in Disney
sales could be attributed to Frozen, which was released in November 2013, and the fact that Mattel lost a licensing deal with
Disney to create their Princess dolls.
8. • Created as
a response
to criticism
• Line lacks
an identity
• Clear naming
issue
Fashionista
Line
Challenges
The Barbie Fashionista line also has some challenges. It isn’t clear why it was created: was its launch a response to decreasing
sales, or to critics? It’s unclear if a lack of diversity and body-positive dolls were truly responsible for the sales decrease, or it
was coming from one of the two previously discussed problems.
The Fashionista line lacks an identity. Mattel launched it very quietly and hasn’t conducted a large marketing campaign. It’s even
unclear if it’s considered a “real” Barbie. The main messaging is too complicated for children within the 3-8 age range, yet
children have a large influence on doll purchases.
There’s also a naming issue. As we reinforced in our research, the name alludes to the doll’s clothing, not body types and skin
colors. It’s confusing for consumers.
Considering all of these problems with the Fashionista line and Barbie brand as a whole, our challenge is how to better market
the new Barbie Fashionista line.
10. StrategyResearch
Methodology
Participants: 6 mothers with daughters
ages 3-8 that play with dolls
Location: NYC
Ages: 35-42
Ethnicities: Asian, African American,
Caucasian
Household Income: $30k-$150k+
Focus Group
Respondents: 520 mothers*
aged 25-49
Respondents: 25-29 (24%),
30-34 (28%), 35-39 (25%),
40-44 (18%), 45-49 (6%)
Location: United States
Quantitative Survey
*Moms with daughters ages 3-8 that play with dolls
Barbie is second most likely to have a group of friends that is ethnically diverse.
It’s clear to see that positioning Barbie as being educational and a champion of diversity might be a space that Barbie can fit in
to.
11. StrategyResearch
Focus Group
Thoughts on Barbie Fashionista
“They’re all in short dresses, outfits aren’t as
appealing. when I think of a “fashionista” i think
of being dressed up, going to a party. it looks
like everyday wear. the name doesn’t fit”
“Causes people to think about diversity, introduces
daughters to the fact that there’s differences.”
“I like this idea, we don’t all look like Barbie dolls.
I know growing up I wanted to have blonde hair
and blue eyes, maybe because I grow up
playing with Barbie dolls. it teaches children
diversity - who you are makes you a fashionista.
I would definitely buy this doll.”
Barbie is second most likely to have a group of friends that is ethnically diverse.
It’s clear to see that positioning Barbie as being educational and a champion of diversity might be a space that Barbie can fit in
to.
12. Research
“I would tell them that Barbie is
a classic toy that helps promote
imaginative play for girls.”
“doll who can be anybody and do anything,
you can dress her however you want […]”
“Barbie is a doll that can be anyone.”
“She comes in different varieties
and with different accessories
to encourage fantasy play.”
“Career/hobby oriented dolls
with a multitude of
imaginary options.”
“[…] She serves as a role model for children because
she shows them that you can be anything!”
“It is a fun way for your children
to play and use there imagination.”
“Barbie is a brand of dolls that
your child can pretend to be
ANYTHING with. […]”
“Barbie is a doll that is meant to
inspire creativity and greatness
in girls of all backgrounds.”
“empowering -
teaches girls to be
who they want to be”
“Endless imagination play”
“[…] She has a lot of
accessories and teaches
girls about different
women they will encounter.”
“She's like an action figure for girls.
There are lots of different types of
Barbies as far as looks, occupations, etc.”
“[…] Loved by countless generations.
Role model for young girls -
held a wide range of careers.”
“Barbie is a classic girls doll that allows
children to use their imagination. […] The
only downside to Barbie is that it can set
unrealistic expectations for young children
based on Barbie's size/dimensions/look.”
If you had to describe Barbie to someone who had never heard of it, what would you tell them about Barbie?
Here we see a lot of mother’s talking about how Barbie is meant for imagination. It’s clear that the creativity and imaginary
functions of Barbie are a distinguishing point for the doll. The doll is often described as roll model as well, showing that Barbie is
an authentic place to teach lessons to young girls.
14. StrategyResearch
Brand Personality
American Girl
Barbie
Disney Princess
Ever After High
Monster High
0% 12.5% 25% 37.5% 50%
Has a group of friends that are ethically diverse
Barbie is second most likely to have a group of friends that is ethnically diverse.
It’s clear to see that positioning Barbie as being educational and a champion of diversity might be a space that Barbie can fit in
to.
15. Competitive Set
StrategyStrategy
Hangs& out&all&different& ppl
Diverse&group& of&
friends
Easy&to&get& to&know
Hard&to&understand
Help&fix&my&car
Real&leader
Team&player
Athletic
Iconic Teacher
Trendy
Does&the& right&thing
Social&climber
Resourceful
Takes&risks
Reliable
In&vogue
Stands& up& to&bully
Responsible
Friendly
Not&someone& I&want&to&know
Family&oriented
Approachable
Understand& eachother
Kind
Smart
Organized
Consistent
American Girl
Barbie
Bratz
Disney Pricess Dolls
Ever After High
Journey Girls Monster High
19.8%
65.8%
2D&Fit&=&85.6%
Research
For each of the statements listed
below, please indicate which dolls, if
any, you think that phrase describes.
(Maybe this part can address the challenge that Barbie does’t have the strengths associated with its competitors.)
When asked what type of person Barbie would be, the doll didn’t have as distinct a personality as other the competitors did.
Barbie is most associated with being organized, trendy, in vogue, and athletic.
16. Words that Come to Mind
StrategyResearch
Challenge that it has a stigma associated with it and that its classic, maybe find a quote to further illustrate this.
17. Competitive Set
StrategyStrategyResearch
For each of the statements listed
below, please indicate which dolls, if
any, you think that phrase describes.
(Maybe this part can address the challenge that Barbie does’t have the strengths associated with its competitors.)
When asked what type of person Barbie would be, the doll didn’t have as distinct a personality as other the competitors did.
Barbie is most associated with being organized, trendy, in vogue, and athletic.
18. Millennial Mothers are Likely to Buy the
Barbie Fashionista Line
StrategyResearch
Likely
81% ↑
Not Likely
q38: Having looked at the description
about the new Barbie Fashionistas line,
how likely would you say you are to buy
one of these dolls for your daughter?
19. Why Millennial Mothers Will or Won’t
Buy the Barbie Fashionista Line
StrategyResearch
Likely
q38: Having looked at the description
about the new Barbie Fashionistas line,
how likely would you say you are to buy
one of these dolls for your daughter?
Not Likely
20. Thoughts on the Fashionista Line
by Millennial Mothers
StrategyResearch
q41r: How much do you personally agree or
disagree with each of the following statements
about the new Barbie Fashionista Line?
I like the lesson the Fashionistas
line is teaching young girls
Barbie’s new body types set a
positive example for my daughter
The Fashionistas line changes
my perspective of Barbie
Honestly, I kind of
prefer the old Barbie
0% 15% 30% 45% 60%
21. 3. Target
Our recommendation for the target audience are mothers who fall within the age group of 25-34 years old. We will continue to
refer to them as Millennial Mothers. Considering our research we found this group to be most suitable to target.
22. Millennial mothers buy a majority of dolls
StrategyTarget
q12: From whom does your
daughter get her dolls?
From her mother
From her father
From my significant other
From other family members
From friends
Buys them with her own money
From someone else
0% 22.5% 45% 67.5% 90%
88% of millennial mothers give their children dolls in comparison to father, significant other, family members and friends. It is the
highest which implies that mothers have a lot of influence in the decision making process in the doll purchasing category. And,
57% get most of their dolls from their mothers in this age group.
23. Most Millennial mothers...
StrategyTarget
“I enjoyed playing with
Barbies when I was young”
Agree
82% ↑
Disagree
“I enjoy playing Barbies
along with my daughter(s)”
Agree
90% ↑
Disagree
82% of millennial mothers played with dolls when they were young and 90% play with dolls with their daughters today. They
understand the importance of playing with dolls and there is already certain brand awareness in them. Barbie is the most heard
of brand.
24. Millennial mothers want to play with
Barbies with their daughters
StrategyTarget
q24: If you were going to play dolls
with your daughter, which ONE would
you most want to play with, with her?
American Girl
Barbie
Disney Princess Dolls
Ever After High
Monster High
0% 7.5% 15% 22.5% 30%
Out of which the Barbie is the second most wanted doll they would play with their children with.
25. Brand Recognition is Very High
Among Millennial Mothers
StrategyTarget
Recognize
Barbie
96% ↑
Don’t
Recognize
Barbie
96% of millennial mothers have heard of Barbie, which is the highest compared to other brands like Disney princess and
American Girl Doll.
26. StrategyTarget
• 62% overall associate Barbie with “would have a
well organized closet,” which shows that Barbie is a
doll that teaches important lessons to their children
• In the focus group, one of the moms said that the
Fashionista line would be an ideal way to start the
conversation about diversity with their daughters
Brand Perception
62% overall associate Barbie with “would have a well organized closet,” which shows that Barbie is a doll that teaches important
lessons to their children.
In the focus group, one of the moms said that the Fashionista line would be an ideal way to start the conversation about diversity
with their daughters.
This shows that the target has a positive brand perception of Barbie.
27. Meet Kate and her daughter, Sarah
StrategyBrand
Persona
Meet 28 year old Kate and 5 year old Sarah. Kate’s household Income - $65,000/-. They live in Jersey City. She is a college
graduate and gave up her career to focus of taking care of her daughter.
Kate regularly reads Parents magazine, watches reality TV, Modern Family, and Grey’s Anatomy.
She goes for yoga classes twice a week. She is active on mommy blogs and is looking out for interesting new ideas to entertain
and educate her daughter.
28. Meet Whitney and her daughter, Tamara
StrategyBrand
Persona
Whitney is 32 years old and has a 7 year old daughter Tamara. She is a school teacher and her household income is $40,000/-.
She lives in Philadelphia.
Reads Time magazine, watches Jeopardy, The Good Wife, and children’s TV shows with her daughter.
Being a single parent she does not have much time for personal activities. She is already aware of children issues as she deals
with them at school on a daily basis. Doesn’t really look at much advice from others, but indulges her daughter’s whims and
fancies as much as she can afford.
29. Children influence their mothers
when making doll purchases
StrategyTarget
Influenced
92% ↑
Not
influenced
q19: Some moms have told us that
their children have a great deal of
influence over which dolls they buy
for them, while other parents have
told us that their children have no
influence at all. When shopping for
dolls for your daughter, how much
influence does she have?
Finally, it is important to mention that 92% of millennial mothers have told us that their daughters have a great deal of influence
in purchasing the dolls. Hence, they cannot be forgotten in the equation. And, while creating and a communications plan it must
be considered that they understand what the Fashionista line is about. So, the language and tone has to be simple and attractive
to them as well.
31. Communications Objective
StrategyObjective
• Create awareness about the
Fashionista line
• Show millennial mothers that the
Fashionista line is a way to teach
children about diversity and have
fun at the same time
Our goal is to create awareness about the Fashionista line and show millennial mothers that Barbie is a brand that mothers can
use to teach children about diversity using their imagination, so the fun is not out of the equation.
32. Behavioral Objective
StrategyObjective
• Buy the Fashionista line of Barbie dolls
• Recommend the brand to other parents
• Encourage children to talk about the
brand with their peers
• Create conversations on social media
On seeing the campaign, we would like mothers to buy the Fashionista doll, recommend the brand, encourage their children to
talk about it with their friends and create conversation about the brand on social media.
33. To millennial moms, Barbie Fashionista
is a line of dolls that offers your daughter
more options in order to foster her
imagination, so she can be creative while
offering you a chance to teach her important
lessons about diversity and acceptance.
Positioning
Statement
From this data we composed our positioning statement: To millennial moms, Barbie Fashionista is a line of dolls that offers your
daughter more options in order to foster her imagination, so she can be creative while offering you a chance to teach her
important lessons about diversity and acceptance.
35. q17r: And still thinking about dolls,
please indicate how much you
personally agree or disagree with each
of the following statements.
Perception of Dolls
Playing with dolls help my daughter develop a strong character
My daughter plays with some of the dolls I had as a child
Playing with dolls helps my daughter develop a better understanding of the world
Dolls are for fun and needn’t do anything beyond letting my daughter have fun
Dolls give my daughter something to do to help me get other things done
Dolls teach my daughter lessons that aren’t obvious at first blush
I notice my daughter prefers playing with dolls that resemble her
Dolls are educational as well as fun
Dolls allow my daughter to exercise her imagination
Young girls today have way more dolls that I did at her age
Dolls reflect the real world, and not just fantasy play
I enjoyed playing with dolls when I was young
Dolls play an important part in the development of a young girl
I enjoy playing dolls along with my daughter(s)
I prefer certain brands of dolls over others
I think it is important that dolls reflect the real world
0% 17.5% 35% 52.5% 70%
StrategyStrategy
q17: And still thinking about dolls, please indicate how much you personally agree or disagree with each of the following
statements.
This data is based on our target audience, millennial moms (25-34).
Given the sixteen statements about dolls, 66% of the surveyed mom in the age group 25-34 strongly agreed that “dolls allow
their daughters to exercise her imagination.” And 63% strongly agreed that “I enjoyed playing with dolls when I was young.”
36. q17r: And still thinking about dolls,
please indicate how much you
personally agree or disagree with each
of the following statements.
Perception of Dolls
Dolls allow my daughter to exercise her imagination
I enjoyed playing with dolls when I was young
0% 17.5% 35% 52.5% 70%
StrategyStrategy
q17: And still thinking about dolls, please indicate how much you personally agree or disagree with each of the following
statements.
This data is based on our target audience, millennial moms (25-34).
Given the sixteen statements about dolls, 66% of the surveyed mom in the age group 25-34 strongly agreed that “dolls allow
their daughters to exercise her imagination.” And 63% strongly agreed that “I enjoyed playing with dolls when I was young.”
37. What are dolls to millennial moms?
Dolls allow my daughter to exercise her imagination
I enjoyed playing with dolls when I was young
Past & Present
Strategy
Dolls are moms’ past and the present. They are relevant to the moms as much as their daughters. It’s a shared friend and
childhood experience.
38. Can be controversial
Helps my daughter develop a strong character
Helps my daughter develop a better understanding of the world
I have a positive impression of these dolls
I played with this doll when I was young
Is a bit adventurous
Is a bit boring
Is a brand I trust
Is a doll I don’t really know much about
Is a doll I hear a lot about
Is a well-regarded brand
Is affordable
Is classic
Is educational as well as fun
Is fun
Is innovative
Is modern
Is one of the best dolls
Reflects the real world
Reflects the real world, and not just fantasy play
Speaks to people like me
Teaches my daughter lessons that aren’t obvious at first blush
Teaches young girls positive lessons
They’re easy to find at stores
0% 22.5% 45% 67.5% 90%
Brand Association
Q26. For each of the statements listed
below, please indicate which dolls, if
any, you think that phrase describes.
There are no right or wrong answers –
we’re only interested in your opinions.
Strategy
Percentage
Dolls are moms’ past and the present. They are relevant to the moms as much as their daughters. It’s a shared friend and
childhood experience.
39. I played with this doll when I was young
Is a well-regarded brand
Is classic
They’re easy to find at stores
0% 22.5% 45% 67.5% 90%
Brand Association
Q26. For each of the statements listed
below, please indicate which dolls, if
any, you think that phrase describes.
There are no right or wrong answers –
we’re only interested in your opinions.
Strategy
Percentage
Dolls are moms’ past and the present. They are relevant to the moms as much as their daughters. It’s a shared friend and
childhood experience.
40. Brand Association
Strategy
Barbie is classic.
1. They’re easy to find at stores
2. I played with this doll when I was young
3. Is classic
4. Is a well-regarded brand
41. Strategy
For the past 57 years, the Barbie brand has focused not only on creating pretty dolls for little girls to create memories with, but
on staying relevant. Although many criticized that Barbie is unrealistic, the brand has been continuously making efforts to blur
the boundary between imagination and reality. For example, the brand has launched countless Barbies based on professions,
seasons, designers, movies, etc. This was to stay relevant to reality.
42. Strategy
This year, Barbie launched the Fashionista line to better emphasize the brand’s effort to truly let Barbie be anyone. The purpose
of this launch was to better connect with the real world and celebrate the differences.
43. Strategy
“It’s still Barbie, but has
more than you remember.”
Brand Association
Barbie is
classic
&
relevant
This year, Barbie launched the Fashionista line to better emphasize the brand’s effort to truly let Barbie be anyone. The purpose
of this launch was to better connect with the real world and celebrate the differences.
44. Strategy
“Imagination comes in all shapes and sizes”
Barbie Fashionista will teach lessons to young girls about the diversity in the real world. Moreover, with more shapes and sizes
added, girls will now have more room to explore their imagination.
46. Strategy
Cultural Trends
1. Social Media
2. Highly connected
3. In-store touch screen displays
(source: Weber Shandwick)
2. Millennial moms are decision-influencers. They are highly connected.
According to Weber Shandwick, Millennial Moms have more social network accounts and spend more time on their social
networks than moms overall.
They have 3.4 social media accounts, on average (vs. 2.6 for moms
in general). And they spend an average of 17.4 hours per week with their social networks, 2 hours more than they spend
watching TV and nearly 4 hours more than the average mom spends on social networks
3. Millennials are 216% more likely to be influenced by in-store touch screen displays. This can increase awareness about the
Fashionista line and make sure the moms know what the line really is.
48. Recommendation
The New Fashionista Barbie teaches children
about diversity and will give them more
options, allowing them to further exercise
their imaginations through the dolls.
Using digital platforms to communicate.
Maintain moms prior association of dolls as a source of imagination and Barbie as a classic brand. BUT in addition change their
fixed mindset by emphasizing that the brand is “relevant” through the Fashionista line.
(note: young moms view Barbie brand more positively after learning about the Fashionista line and the lessons it will teach.)
49. “Imagination comes in
all shapes and sizes”
#BeautyComesinAllColors
Recommendation
1. In-store touch screen displays
50. #BeautyComesinAllShapes
Recommendation
2. Create a hashtag trend: #BeautyComesinAllShapes
- Use a marketing tactic for moms to share and use the hashtag
- In the focus group, moms were stressed out by accessories because the Fashionista line will cause different doll sizes to have
its own accessories
