- Barbie was created in 1959 by Ruth Handler and became hugely popular among kids and pre-teens, selling nearly 350,000 dolls in its first year. However, its popularity began declining in the early 2000s. - To arrest the decline, Mattel added more accessories for Barbie and introduced a new boyfriend, Blaine. However, Bratz dolls became a major competitor targeting older girls. - By the mid-2000s, tweens were becoming more interested in electronics, cell phones, and fashionable items like jewelry and cosmetics. Mattel struggled to keep Barbie relevant to changing tween interests and lifestyles.

1. The case of BARBIE Lets go inside By Aviroop Banik Rizvi Academy of Management,

2. BARBIE ‘ WE WANT TO BE EVERYWHERE THE GIRL IS’

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4. Girls fascinated by the slim dolls. Aspiration for good looking slim figure

5. If Barbie dolls sold since its inception in 1959,were placed one after the other from head to toe, They will circle the earth 7 times

6. Barbie Inspired by her daughter’s excitement for paper dolls, Ruth Handler developed a 3D doll called BARBIE . New York Times called Barbie Doll a ‘CRASHING BOMB’.

7. U.S Market Mattel Inc. U.S Market illuminated Mattel launched Barbie in 1989

8. Barbie became equally popular among the Kids & pre-teens.The company sold nearly 350,000 dolls of Barbie in the first year.

9. Barbie underwent several makeovers Changing outfits, Accessories Sales exceeded $100 million & Mattel entered FORTUNE 500 ranking

11. -In 1999 ,Barbie had 95% penetration among girls aged 3-11 in Australia alone. -90% of the U.S sales in fashion doll segment & 30% of total sales of Mattel Inc. Barbie, CONTROLLING MARKET

12. Brand value$1.87 Billion in 2004 worldwide.

13. By the beginning of 21 st century, Barbie was falling down. Barbie

14. competitor To shoot out Barbie

15. In 2001,MGA Entertainment Inc.launched BRATZ,targeting the tween girl market.Bratz dollsWore trendy cloths,platform shoes & fur jackets,inspired by the hip-hop culture.

16. market share of Barbie dropped from 90% to 70%.

17. Arresting the declining phase- Adding more accessories of Barbie. Robert Eckert,CEO-2000 said…

19. Surfboards

20. Barbie motorbike

21. Added New boyfriend BLAINE Barbie's New Boyfriend Blaine : Australian surfer hunk from down under takes place of discarded Ken doll, who remains just a friend

22. My scene Barbie- 2002 My Scene touring Music show that goes into the mall- to build the brands that go beyond just being toys.

23. With Launched in Federal Departmental stores

27. ‘ CHATNOW’ Hasbro’s Chat now 2 way radios were introduced with the intention to overcome Parent’s resistance for cell phone usage by their kids

28. Barbie Cell Phones

29. Prepaid Talk time Service provider- Verizon Communication Ringtone downloaded From Barbie website.

30. Time line

31. 1959

32. Mattel becomes publicly owned company 1960

33. Mattel introduces Christie , an african-american doll Christie injected into the market-1968

34. Nickelodeon Licensing agreement (1996)

35. Ferrari grants Mattel worldwide exclusive rights to produce toys, apparels & accessories 1999

36. Mattel introduced products based on J.K Rowling's first book Harry Potter and the Sorcerer’s stone

37. Her first Movie hit the market Oct 2,2001 78 mins By Owen Hurley Barbie in the Nutcracker

39. Mattel’s senior VP said, a girl’s life incorporates friends, boys,school,sports & activities, not just Toys. WE NEED TO DO IS DEFINE ASPIRATION.

40. A survey by kidzEyes of 1000 children in the age group of 6 to 14 yrs,found that more than Half of the boys wanted electronic gadgets like Computer, video games,softwares as gifts.

41. Toy sales fell down to $20.1 billion in 2004 from $20.7 billion in 2003 Sale is going down, shucks…

42. A study by Cingular & International communication Research- Tweens were more attracted towards Cell phones as a means to communicate with their friends. Parents also want to buy cell phones to them,so they could always keep in touch with them

43. Technology has become an integral part of education & entertainment among tweens. Yankee Group ,Boston based Research & consulting group

44. Tweens come in proximity To FASHION

45. Tweens are changed, so their Lifestyle & so their need.

46. Kids, esp. girls want body décor or body art.

47. Perfume

48. Jewellary

49. Cosmetics

50. So, how to transform this scenario?

51. Protecting Barbie in Indian Market Recommendations

63. Barbie should organize various events for kids in India.

64. Potential Market is visible to everyone, but LISTENING the voice of the customers in India is the future challenge .