"Barbie" Strategy and Rebrand

Barbie:

AN ANALYSIS & REBRAND OF THE WORLD’S MOST ICONIC BRAND EMILY FRITZ

PARSONS PARIS

MAY 2019

She’s a Barbie girl, in a Barbie world.

In February of 1959, Barbie was first introduced at the American International Toy Fair in New York. Her creators, Ruth and Elliot Handler (co-founders of Mattel) modeled Barbie after the German doll known as Lilli.

Founded by Ruth Handler, Business woman, mom, and pioneer of her time — Barbie has been breaking boundaries and sparking imaginations since her debut.

(BarbieMedia.com)

Barbie’s evolution.

1959 The Barbie doll was invented by Ruth Handler, Cofounder of Mattel

1961 Creation of Ken, Barbie’s boyfriend

1967 The first celebrity Barbie is issued - British model, Twiggy

1980

2015

The first black Barbie is officially marketed

Mattel releases an expanded range of body shapes and skin tones

competition

MATTEL “Mattel, Inc. is an American multinational toy manufacturing company founded in 1945. The products and brands it produces include FisherPrice, Barbie, Monster High, Ever After High, Polly Pocket, Hot Wheels and Matchbox, Masters of the Universe, American Girl, board games, and WWE.”

HASBRO “Hasbro, Inc. is an American worldwide toy and board game company. It is the largest toy maker in the world in terms of stock market value, and third largest with revenues of approximately $5.12 billion.”

FISHER-PRICE “Fisher-Price is an American company that produces educational toys for children and infants, headquartered in East Aurora, New York. Fisher-Price has been a subsidiary of Mattel since 1993, and has a current revenue of $1.7 Billion.”

100

SOLD PER MINUTE

58m

$1b

SOLD ANNUALLY

2018 REVENUE

https://www.statista.com/statistics/370361/gross-sales-of-mattel-s-barbie-brand/

too little, too late In an attempt to show their consumers they listen to criticism, Mattel released an expanded range of dolls: including new skin tones and a “curvy� doll.

industry analysis.

BARBIE’S GROSS SALES WORLDWIDE (IN MILLION U.S. DOLLARS)

$1,275

$1,202

$1,089

1,250

GROSS SALES IN MILLIONS

$1,009

$972

$955

$906

1,000

750

500

15%

Sales fell by after the release of the “curvy” Barbie

250

0 2012

2013

2014

2015

2016

2017

2018

The overture was meant to address what has long been the hardest part of selling Barbie: parents think the buxom, often-paleskinned doll sends a lousy message to girls about beauty standards.

(The Washington Post, 2016)

“do NOT buy” “no role model”

“not realistic”

“old fashion”

“

…outrageously sexualized…

”

“

The new Barbie may reflect a feminist culture shift, but let’s not fool ourselves into thinking more diversity means Mattel has the best interests of your daughter at heart.

The Washington Post, 2017

”

TIME Magazine, 2018

not seeing eye to eye.

While Mattel markets Barbie as a product that promotes confidence and empowerment, the general public views Barbie’s makeovers as in genuine, ignorant, and too little, too late.

industry analysis.

CONSUMER DEMOGRAPHICS

A G E S : 25 - 35

$20K - $40K

EDUCATION:

PURCHASE BEHAVIOR:

$80K - $100K

COLLEGE DEGREE

MASS PRODUCED

industry analysis.

WHO‘S BUYING BARBIE?

16% ASIAN

32% H I S PAN I C

22% CAUCASIAN

30% AFRICAN AMERICAN

major takeaways

1 2 3 The consumers are young millennial parents.

Mattel is excluding their largest consumer groups.

Millennials demand diversity, yet aren’t buying the dolls.

Strengths Global market leader Wide range of products Expanded retail network Willingness to adapt

Opportunities Regain it’s dominance Expansion to emerging markets Develop new brand franchises Target a new audience

SW OT

Weaknesses Decreased consumer spending Sexualized, objectified doll design History of gender inequality Not considered a modern toy

Threats History of criticism in the media Changing taste of consumer Competition & counterfeit Rise of technology

the problem.

Barbie is the #1 selling doll with over 1 billion dolls sold worldwide.

However, the brand has recently faced decreasing sales and growing criticism due to complaints about Barbie’s inconsistent messaging.

the opportunity.

Barbie has the potential to win back the hearts of girls and boys everywhere - most importantly their parents.

But with outdated branding, non-inclusive messaging, and low engagement on social media, Barbie yet to create an impression on it’s new audience

industry analysis.

In order to better understand Barbie, we must first study the toy industry through an analysis of its trends, product experience, and the influence of technology

trends Forbes Magazine recently wrote a report on 2019’s leading toy industry trends:

1 2 3 UNBOXING

“It makes the packaging and the product into one coherent, unified experience.”

INFLUENCERS

“Marketing of toys is changing rapidly as influencers have come to the toy business and they are having a big impact. “

STEM SKILLS

“The focus currently is on STEM skills (science, technology, engineering and math), particularly for girls.”

the experience.

Today’s kids are giving Barbie the boot in search of fun, tangible toys with they can touch, taste and smell.

technology Sometimes it feels like everywhere you turn, there’s a toddler with an iPhone in it’s face. Technology has become one of the highest forms of entertainment and distraction for young, developing minds.

the millennial effect.

87%

of Americans will purchase products because a company advocated for an issue they care about.

(Cone Communications survey, FORBES.com)

corporate responsibility Millennials are more likely than other generations to research the issues a company supports and the extent to which the company contributes.

(Cone Communications survey, FORBES.com)

survey results WHAT IS THE DRIVING FACTOR IN BUYING A TOY FOR YOUR CHILD?

18% 50%

What he/she asks for Toys that send the right message Educational value

32%

conclusion: Millennials are fixated on giving their kids toys that have purpose and meaning.

the solution.

Reverse Barbie’s negative perception and re-introduce her as a symbol of empowerment to a new market area.

moodboard.

logo exploration.

BLOOD ORANGE

Suggested for general use throughout the brand identity like patterns, icons, website banners and additional design elements.

Y

EV E

EN

O

M BABY PINK

W

DUSTED PINK

R B A

C E L E B R AT I N G W O M E N F O R O V E R 6 0 Y E A R S

D

B

AY

E

Suggested for backgrounds on collateral designs and website.

1959

I E

B

B

CE L

Suggested for use throughout brand in combination with navy, baby blue & blood orange.

B

E ST D.

R

OCEAN BLUE

B I A R E B

TING RA

Suggested for logo/secondary use and mainly for type on headers.

Suggested for use throughout the brand, speciďŹ cally primary & secondary logo.

B

BABY BLUE

color palette.

b

color palette.

logo.

OCEAN BLUE

Suggested for logo/secondary use and mainly for type on headers.

Suggested for use throughout the brand, speciďŹ cally primary & secondary logo.

BLOOD ORANGE

BABY BLUE

PRIMARY

B I A R E B Suggested for general use throughout the brand identity like patterns, icons, website banners and additional design elements.

E ST D.

B

1959

C E L E B R AT I N G W O M E N F O R O V E R 6 0 Y E A R S

BABY PINK

Suggested for use throughout brand in combination with navy, baby blue & blood orange.

DUSTED PINK

SECONDARY

Suggested for backgrounds on collateral designs and website.

Barbie

new logo

// INSTAGRAM REBRAND //

social media marketing. simplified feed

updated highlights

target audience.

40%

60%

MALE

FEMALE

INCOME

$70,000

AGES

25-35

EDUCATION

college degree

customer persona.

TIFFANY, 30 & EBONY, 12 Tiffany and her daughter Ebony live in Brooklyn, NY and have a close relationship. As Ebony is evolving into her teenage years, Tiffany wants to expose her to a brand that portrays realistic body standards and encourages Ebony to take control of her future through empowering messages.

goals & objectives.

Re-introduce Barbie as a modern and empowered brand that celebrates diversity and inclusion.

Send a message to consumers that a change is being made and start an active conversation.

vision Through her innovative re-brand, Barbie will once again be a symbol of representation, empowerment and self acceptance to men, women, and children around the world.

deliverables.

NEW BRANDING + DESIGN

12-MONTH MARKETING CAMPAIGN

LAUNCH EVENT: BRIDGE THE GAP

strategy Embrace your inner Barbie.

Whether you’re a student, doctor, lawyer or professional skydiver, you have hopes and dreams, and that’s worth something.

Allow yourself to identify with Barbie’s story, after all, she’s just like you and I.

awareness.

In order for Barbie’s change to be noticed and accepted by consumers, she must be relevant in three strong segments of the market.

TV + NEWS SOCIAL MEDIA EVERYDAY LIFE

partnerships EVERY BRAND IS GOING TO HAVE TO LOOK OUTSIDE OF THE BOX AND COLLABORATE WITH DIFFERENT INDUSTRY PARTNERS IN ORDER TO STAY RELEVANT. (Diana Kelter, Senior Trend Analyst at Mintel)

Barbie x Queer Eye Barbie will partner with Queer Eye as one of the first steps in immersing the brand into the pop culture audience. The collaboration will include:

1 2 3

Instagram post per cast member featuring Barbie in some way Queer eye episode that integrates the hashtag #BeYourOwnBarbie Appearance and Q&A panel at the Barbie convention event

// P H A S E 2 //

// P H A S E 4 //

Initiate media campaign

Launch marketing materials

B I A R E B

E ST D.

B

1959

C E L E B R AT I N G W O M E N F O R O V E R 6 0 Y E A R S

// P H A S E 1 // Release new design + rebrand

// P H A S E 3 // Announce partnership collaborations

// P H A S E 5 // Bridge The Gap convention

// BRAND ACTIVATION //

“bridge the gap” Inspired by Barbie’s “The Dream Gap” project, the “Bridge the Gap” convention will unite Barbie’s current and updated target audience through keynote speakers, brand activation events and creative workshops

// TEASER POSTER //

marketing materials.

Minimal posters will be released to build curiosity and spark conversation prior to the Bridge the Gap convention.

// TEASER POSTER //

marketing materials.

Minimal posters will be released to build curiosity and spark conversation prior to the Bridge the Gap convention.

dates:

venue:

guests:

JULY 10 - 12

CITY MARKET SOCIAL HOUSE

KEYNOTE SPEAKERS

JULY 18 - 20

LOS ANGELES, CA

PRESS + INFLUENCERS

the location.

CITY MARKET SOCIAL HOUSE // LOS ANGELES, CA

Subscription box Barbie will demonstrate it’s dedication and admiration of girl boss entrepreneurs through a subscription box featuring products made by women-owned brands.

// OUTCOME //

the significance Barbie is re-introduced as a lifestyle symbol of empowerment and realistic inspiration.

thank you.

references. https://www.timeslive.co.za/sunday-times/lifestyle/2019-03-08-barbie-turns-60-milestones-in-the-popular-toys-history/

https://www.statista.com/statistics/370361/gross-sales-of-mattel-s-barbie-brand/ https://www.dailymail.co.uk/news/article-4434286/Barbie-sales-fall-15-curvy-version-introduced.html http://snapshot.numerator.com/brand/barbie https://www.forbes.com/sites/richardkestenbaum/2019/03/03/toy-trends-toy-fair-mattel-hasbro-disney-play/#7e0f0ef52ad2

https://www.statista.com/statistics/370361/gross-sales-of-mattel-s-barbie-brand/