Has Barbie Reached Her Expiry Date?
Has Barbie Reached Her Expiry Date?
Barbie is 47 and in desperate need of a makeover. Despite all of her fancy clothes and houses she has seen the weakest sales in the past five years. Barbie is still a $3 billion dollar brand, but Mattel's competitors, like MGA Entertainment and its Bratz dolls are moving into Barbie's territory. Pat Morrison, a LA Times columnist proposed to kill her and end the brand with a wild and dramatic exit. Mattel's Neil Friedman has other ideas to increase sales and is not ready to give up on Barbie yet. Some of the new features will include Barbie's that can dance change facial expressions and more extravagant houses. But as Mattel's biggest seller, if sales continue to drop it could mean farewell to Barbie. (GUSH Magazine)
Trend Themes
1. Smart Dolls - The trend of smart dolls with advanced features like dance capabilities and changing facial expressions can disrupt the traditional doll market dominated by Barbie.
2. Customizable Dolls - The trend of customizable dolls allows consumers to create unique and personalized dolls, presenting an opportunity for new players to challenge Barbie's dominance in the market.
3. Sustainable Toys - The trend towards sustainable toys offers an opportunity for eco-friendly doll brands to gain market share by appealing to environmentally conscious consumers.
Industry Implications
1. Toy Manufacturing - The toy manufacturing industry can explore innovative ways to create smart and customizable dolls to compete with established brands like Barbie.
2. Digital Entertainment - The digital entertainment industry can develop interactive media and games featuring smart dolls, providing a new way of engaging with children's toys.
3. E-commerce - The e-commerce industry can capitalize on the trend of customizable dolls by offering online platforms for consumers to design and purchase unique dolls.