Does Mattel’s Iconic Barbie Doll Need a Makeover?

Case Solution

Karen Robson, Stefanie Beninger
Ivey Publishing ()

In 2015, almost 60 years after its launch, the Barbie doll was one of the most iconic toys in the world. However, both the industry landscape and consumer preferences changed, and Barbie returned to the spotlight when consumers criticized the toy for giving a narrow and unrealistic idea of ​​how women should look, how they dress. and what careers to follow. Both sales and public perception of the doll declined. Was there a place for the Barbie doll in 2015 or was this the end of the line for the iconic doll? What could Mattel, the company behind Barbie, do to turn things around?

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