![]() ![]() Then when disparaged for a lack of diversity, Mattel introduced the first black Barbie in 1981. When criticised for lacking ambition she took on careers to suit different levels of aspiration – from McDonald’s waitress to veterinarian. In the 1980s she was into aerobics and had brightly coloured eye shadow. Changing with the timesīarbie herself has actually changed quite a bit. Mattel has also made sure that success does not rely on one Barbie doll alone, but has continued to innovate with new and different types of dolls alongside its flagship blonde Barbie. The company has kept up with the latest fashions and has also responded to criticisms and concerns in an effort to maintain Barbie’s popularity. Mattel’s successful formula with Barbie is that it has never allowed her to mature. ![]() One of the reasons for this success seems to have been an ability to ride out the so-called product life cycle, which suggests that most products and brands move through introduction and growth to maturity and decline. #DID PLUSH BAR SUCCEED SKIN#But putting aside the arguments over her unlikely size and possible influence on what girls think about themselves, Barbie has been an incredibly successful brand for the American toy company Mattel and it has just announced 33 new models – curvy, petite and tall Barbies, in a range of skin tones, hair and eye colours.Īt 57-years-old Barbie has had as good a run as any well-known brand and much better than most toys. She has been critiqued for her influence on women’s body image and lauded by others as an embodiment of the American Dream. Love her or hate her Barbie is a cultural artefact, if not an icon. ![]()
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