Situation Analysis:
Barbie’s sales have continued to decline and there is controversy regarding the impact that Barbie’s unrealistic body type can have on the young girls playing with them.
Problem Statement:
Mattel is struggling their unrealistic image that Barbie has continued to portray and if the doll is the right role model for young children and if the iconic Barbie needs to be changed.
Target Audience(s):
The primary target audience is young girls, the secondary target audience is young boys.
Critical Factors:
1. The doll has an unrealistic body type causing girls to have body image issues
2. There are changing trends in the toy industry
3. Strong competition providing alternative dolls with a variety of body images
4.Controversies about the message behind Barbie and how it is making the girls feel about themselves
5. Gender stereotypes that focus on girls at their target audience instead of all young people
Changes to the Product Line:
1. Barbie recently added eight new skin tones to better represent all races.
2. They added 14 facial structures and 18 eye colors to their Barbie line.
3. Barbie is no longer just blonde, Mattel added 22 hairstyles and 23 hair colors.
4. They also created the Lammily doll who is a shorter doll with an average waste line and the slogan ‘average is beautiful’
Recommended Core Message:
The recommended core message is to embrace our differences and continue to dream. Barbie is an icon in the doll industry, and despite the attempts to change the image it has not been able to keep up with the Barbie sales. The issue is not the doll, but the perception of the doll. Reinventing the core message will allow the customers to see the diversity of the product and what the iconic doll stands for.
Recommended Core Message as it Related to Critical Factors and Changes:
The message of embracing our differences and continuing to dream will address many of the critical factors that have been detrimental to the Barbie doll. The unrealistic body type can be resolved by the simple realization that no two people are the same. The changing trends in the toy industry may have hurt the Barbie sales, but a new marketing campaign can get the toy back on top. The alternative dolls have failed to match Barbie’s declining sales so that a new approach will change the future direction of Barbie. Changing the message behind the Barbie doll will resolve how the girls feel about themselves. Embracing the differences will allow boys to feel comfortable playing with Barbie dolls if they want. The message will serve to erase gender stereotypes and broaden the target market. Diversifying the Barbie doll line supports the core message that Mattel is trying to convey. The integration of dolls like Lammily will also provide alternatives if the child chooses not to select the Barbie alternatives. The core message of embracing our differences and continuing to dream will produce the necessary changes and revolutionize Barbie into the new generation.
Recommended Message Delivery Platform:
Barbie launched a ‘Imagine the Possibility Video’ that reached over eight million viewers is just a few weeks. Using similar platforms like YouTube and social media will allow the new core message to reach an unlimited virtual audience. It is cost-efficient and will enable individuals to share the new Barbie platform quickly. They can appeal to the emotions of adults and children equally. Parents can remember how much fun they had playing with their Barbie and how they want their children to have the same experience.
Mattel can also take to print ads and television commercials that reinforce new core message. Television commercials can reach young viewers when they are watching their favorite shows. Print ads can go into circulars, magazines, and even newspapers. The message delivery platform will reach the parents, caregivers, and children equally. The various outlets will serve to change the negative image that Barbie has earned recently and shown the critics that Mattel is dedicated to addressing their concerns by changing their message.
Support Media Platform:
The use of YouTube is a cost-efficient way to reach millions of individuals with Mattel’s new message. Social Media is one of the most effective methods for advertising. There is not a significant amount of young people who have social media so that the platform will be for the parents and caregivers. Television and print ads will be an active outlet for reaching the target audience if implemented correctly. Airing the commercial during children’s shows will allow the message to achieve the desired audience. Print ads in kid’s magazines and advertisements will also promote the new core message. The media platforms selected will be sufficient for adults and kids, showing the new direction of the iconic Barbie.
Imagine the Possibilities Video Message:
The video was positive reinforcing the idea that children dream in their play, and they have the ability to be anything that they want to be. It was a great message for children and adults equally, reminding them of that feeling where they can accomplish anything.
Barbie Empowers Girls:
Barbie is an iconic doll that has allowed girls to dream the impossible for decades. It is not about achieving the unrealistic body type that Barbie has, but realizing that girls can do anything that they want. They can have a family, a job, a husband, there is no limit to their ‘perfect’ life through imagination. Barbie empowers young people to fantasize through their play with no limitations. Dreaming is vital for empowerment and it can build the girls confidence to be whoever she wants.
