Business Wars The Business of Barbie | 5
Feb 15, 2024
Join Eliana Dockterman, a Time reporter and Mattel expert, and Matthew Jacobs, an entertainment journalist, as they unravel Barbie's captivating legacy. They dive into the cultural evolution of Barbie, from a rejected doll to a behemoth brand. Discover how Mattel faced fierce competition, adapted to market changes, and revived the brand through strategic moves, including the recent live-action movie. The duo also discusses the film's impact on societal views of empowerment, identity, and its surprising Oscar nominations.
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Barbie's Initial Flop and TV Success
- Barbie's debut at the 1959 Toy Fair was initially a flop, with toy buyers criticizing her figure.
- Mattel bypassed buyers, advertising directly to girls on television, leading to massive sales by Christmas.
Barbie's Slump in the Early 2000s
- Despite early success and spin-offs, Barbie sales slumped in the early 2000s, decreasing by 12% between 2001 and 2002.
- Straight-to-video movies like "Barbie as Rapunzel" provided temporary boosts but failed to fully revive the brand.
The Bratz Challenge and Legal Battles
- Bratz dolls, with their edgier style, captured 40% of the fashion doll market, outpacing Barbie.
- Mattel sued Bratz's manufacturer, MGA, for alleged trade secret theft, leading to lengthy legal battles and financial losses for both companies.