Presentation of Mattel, Barbie

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Today, there is a Barbie for all the ethnic group of the world.

She has different jobs like teacher or jockey

You can find Barbie in hypermarket, the consumers of these Barbie are generally children but there is also Barbie of collection since 1990 and these Barbie are made in limited edition and their price is more expensive as a typical Barbie. They are sold in specialized shop.

Example of Barbie of collection: Barbie Marilyn Monroe, Barbie Elizabeth Taylor, Barbie Katy Perry, Barbie Mad Men

There is too Barbie with theme like Barbie with a little black dress or Barbie with jean.

And other Barbie are dressed by big designers like Karl Lagerfeld in 2009, Louis Vuitton in 2011 or Christian Louboutin for example.

Barbie isn’t just a doll, there are movies like for example “Barbie in the Nutcraker”, “Barbie as Rapunzel”…

There also are video game or clothes like T-shirt,skirt, pants…

Now, we are goint to give you som figures :

- 2 dolls are selling per second in the world

- one billion barbie doll commercialized since the creation

- 90% of girls between 8 and 10 years have one Barbie in France

- Present in 150 countries

However, Barbie has a complicated image.

For psychiatrist, Barbie is an adult fantasy and not a fantasy for a little girl.

Moreover, some parents think that Barbie doesn’t give a positive image of the woman and they also think that Barbie could cause a behaviour of anorexia.

To conclude, Barbie is a good translation of the place of the women in the society : at the beginning she was a housewife and now she works.

It is also a good translation of the society evolution. Indeed, there is a Barbie for an ethnic group of the world, that prove an evolution of the thought.

But the company has to continue to adapt itself at the society.

Mattel must also pay attention in the woman’s image that the company gives.