Overview
View the following short videos/articles in preparation for this discussion board.
BARBIE CORE MAY BE YOUR NEXT CLASS IN MARKETING
https://www.youtube.com/watch?v=mOIJpZJ9uJkLinks to an external site.
Barbie’ is now the highest-grossing domestic film release in 2023
https://www.cnbc.com/2023/08/24/barbie-is-highest-... to an external site.
THE EVOLUTION OF BARBIE
https://stuffandthings.substack.com/p/the-brand-ev... to an external site.
LIFE IN PLASTIC, NOT SO FANTASTIC
https://www.theneweconomy.com/business/life-in-pla... to an external site.
INSIDE BARBIE’S PINK PUBLICITY MACHINE
https://variety.com/2023/film/box-office/barbie-ma... to an external site.!
DISCUSSION BOARD QUESTIONS
The Barbie movie has been tremendously successful. Statistics for the film show:
Cost to make movie: $145 million
Marketing Budget: $150 million
Earnings: $1.3 billion globally
As you can see, the marketing budget is higher than the total cost to make the movie. Do you think that having such a high marketing budget was equally important to the success of the movie and the Mattel Barbie Empire? Is this a marketing model that you think would work with other movies/product launches? If not, is the success of Barbie core due to other marketing factors or just more luck?
One of the tag lines used in marketing the Barbie movie was, “If you love Barbie, if you hate Barbie, this movie is for you.” What do you think of addressing the negative and positive aspects of Barbie’s success at the same time in one tag line? Do you love Barbie or hate Barbie? Why?
Discuss the following quotes from the articles:
“If you could design Barbie today, how would you make her a reflection of the times?”
“What does the product stand for?” Does it stand for the outdated sexist image of Barbie or does it stand as a symbol of female empowerment?
QUOTE A: “Others have suggested that the doll’s sometimes-sexist image is finally catching up with current day, more gender-neutral views”, notes Porter.
QUOTE B: From the outset, creator Ruth Handler insisted the Barbie doll would forever stand fast as a symbol of female empowerment and an advocate for gender equality.
So, if you were on the Mattel team, how would you make Barbie culturally relevant again? What is your recommendation? Explain in detail why your recommendation is the right one.
Keep up the Barbie Core infusion of pink, party clothes, and parties.
Make new Barbie’s with flat feet that are more androgynous, keeping up with the trend towards gender neutrality and quality.
Make more Kens.
Other: Explain your great idea.
Will this identity evolution turn into an identity crisis for the Barbie brand?