Films for the Humanities and Sciences - Barbie's Midlife Crisis: Mighty Mattel Fights Back

Barbie’s Midlife Crisis: Mighty Mattel Fights Back

At 44, Barbie had been the queen of fashion dolls for generations of children. But her sales and profits began to slip as she was forced to fend off attacks from enemies both new and old: the fashion-conscious Bratz pack and Sindy, a former rival that may yet prove to be her nemesis. After providing Barbie’s history and some background on competitors, this program focuses on Mattel’s strategy, which includes giving traditional Barbie a makeover, dumping Ken, and unleashing My Scene Barbie on the Bratz—all to capture the potent new KGOY (kids growing older younger) market. Original BBCW broadcast title: Barbie’s Midlife Crisis. (30 minutes)

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Item#: BVL34653
Copyright date: ©2004
VHS ISBN 978-1-4213-1974-2
DVD ISBN 978-1-4213-1975-9

Part of the Series : Case Studies from the Multinational Marketplace


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