Bora Kim, Catalina Diazgranados, Korede Akinsete, Nada Shabib, Nap Poshyananda

1. PASTBarbie Brand Story

Unrealistic Body ImageSales History

2. PRESENTIntroduce Fashionista Line

Industry AnalysisBrand Image Today

3. FUTURERepositioning the Fashionista Line

Current market trends Nostalgia Marketing: good way to approach sensitivity

4. INSIGHTRecommendation: Activation

PAST

HISTORY

Launched date: 1959

Founder: Ruth Handler

Inspiration: German Bild Lilli Doll & her daughter playing with paper dolls

Name: Derived from Barbara (her daughter)

UNREALISTIC BODY IMAGE

DECREASE IN SALES

Barbie brand sales in current dollars are at their lowest in at least 23 years.

The doll brand also represents a much lower percentage of overall sales for Mattel.

PRESENT

THE REMEDY

S W

O T

Pays attention to customer

Reflects diversity and real woman

Top of mind awareness

Brand familiarity

Affordable

Controversial

Not flexible

Hard to reposition

Debateable

Educational opportunity

Fix brand image

Up to trend

Chime in current topics

Buy more than one Barbie

Technology

Dilute “classic” image

Reactive opposed to revolutionary

No storyline

Frequency of play type forchildren 12-years-old and under

MARKET TRENDS

COMPETITOR ANALYSIS

WHO IS BARBIE?

Positive sentiment:Fun, pretty, classic

Trendy 62%

Athletic 42%

Organized 64%

Friendly and Open Minded 43%

Easy to find 80%

Affordable 66%

Classic 76%

WHAT DO MOMS WANT? 88% of buyers are moms93% Educational toys

64% Sparks imagination & creativity

79% Playing with dolls helps my daughter develop a better understanding of the world

81% Mom’s played with barbies when they were children

65% say it's a brand they trust

FUTURE

http://www.youtube.com/watch?v=vPETP7-UfuI

DILEMMA

70% of mothers believe that it is not important

for the doll to look like their daughters.

“The variety in body type, skin tones and style allows girls to find a doll that speaks to them.”

Evelyn Mazzocco, Senior Vice President of Creative for Global Brands

INSIGHT

Having a variety of boxes still forces you to check a box

RECOMMENDATION

Market Fashionista line as bringing back the bonding experience of play for mother and daughter, during which valuable discussions could be raised and a balanced perspective of society could be cultivated.

BRAND REPOSITIONING

Digital

Non Educational

Analog

Educational

#Classic

Psychographic:

A mother who is who used to playing with Barbie

Part of the mom’s upbringing

Mom who’s conversational with their daughter

TARGET AUDIENCE

#BarbieTBT Experience

THANK YOU!