Barbie Case Memo 1) Brand Issues Controversies a. Old fashioned ideal not updated for modern mentality i. Be anything was not imaged to deal with gender identity nor social inequality ii. Initially was contrasted by Lilli a hyper sexualized doll 1. As radical as Barbie was in 1959-1965 it became the old fashioned norm by the late 80s as a cultural icon b. Conflict from original “be anything” intent i. Barbie Book where she behaves like a “blond” 2) Controversies a. Unreal Body Image i. Not a human shape ii. How to lose weight – don’t eat b. Barbie Book and portrayal as dumb i. I love shopping and Math class is tough ii. Causing issues rather than fixing them c. Swimsuit Cover i. Unapologetic about being pretty d. Misuse of toy i. Recording children 3) Bad for Society – Just stopped evolving with the consumer a. Early influence – not satisfied with social norms i. Great for Society ii. Highly empowering and allowing young girls to think about their future iii. 1960s showed diversification of line to include ethnic and male figures 1. Showed huge growth into 2000s capturing 25% of market b. Latter influence – conservative holding onto the its old image. i. 1990s Got so big became a cultural icon 1. Barbie Girl Song 2. Lookalike contests 4) Repositioning efforts all positive a. Adverts i. Moschino 1. Limited edition line 2. Boys playing with it 3. Social media vs TV ii. Imagine Possibilities 1. You can be anything 2. Returning to core self projection onto the toy b. New Products i. Fashionistas Line 1. Racial diversity and new facial features 5) Do Next a. Leverage more Social Media and internet marketing direct to young audience i. TVSocial Media ii. Mickey Mouse Club Facebook Groups b. Corporate Social Outreach i. Counteract the perceived old fashioned view of a dumb barbie 1. Think Legally Blond movie for Barbie ii. Create programs to increase female enrollment in STEM and other male dominated professions 1. Opposite of beauty pageant 2. Design a more realistic barbie for each industry and award it to a young woman with a scholarship to pursue that profession.
