Ken and Barbie are now having the best times of their lives into this colorful and meaningful yet seemingly perfect globe of the Barbie Land. But, when they have the opportunity to go into the actual world of humanity, they will soon discover the perils and the joys of living among human beings.
The tag Barbara Millcent Roberts will not buzz a bell, but when you say her famous name – Barbie – and all people of every age is aware of her. Made in 1959 by Mattel, Barbie does not look even a day of over 19.
And right now that she is getting her new life in the movie, “Barbie” that is being distributed by the parent company of CNN, the Warner Bros. Discovery. This movie star Margot Robbie will allow Barbie to ask her personal reality and something that the consumers had been doing now for decades.
Way back in the year 2014 and 2015, Barbie hit their low line and it has been that moment that they reflect in the framework, “Why did Barbie failed relevance?” said by Richard Dickson, the chief operating officer and president of Mattel, “She did not reflect the look, the physicality, if you may be, of the humanity covering us. And so, a course was then set to really transform a brand with the playbook about reigniting the purposes.
Mattel had been slow in diversifying Barbie and friends. And as an outcome, the sales at Mattel began to slump in year 2014. However, during the time of pandemic Barbie saw the resurgence as the parents were looking for more ways of making their kids busy while at home. During the first quarter of the pandemic year, Mattel’s sales go down to 22% from the first quarter of last year, mainly because of the rejects in Barbie and the Enchantimals dolls also the merchandise.
“There had been so many decline in the differentiation and the relevance that will keep the brand fresh, and on top of the mind from the buying perspective. And when it will happen, the brands will go in the place of fatigue,” says Katie Mancini, Landor & Fitch general manager – a strategy, design and branding agency.
Now Barbie and her friends had lots of different shapes and skin tones Mattel produces Barbies now in wheelchairs and also Ken dolls that have that vitiligo skin condition.
Mattel also hopes that the new movie that has been 4 1/2 years of its making, will provide Barbie and the brand the boost that they are searching for.
That can be happening already. AMC Theatres reported that they have sold over 20,000 pre-sale tickets with their movie Oppenheimer. And also at the HomBom Toys that is in New York City, this “movie Barbie” had been a sold out or a total out movie.
But even the new movie will not be sufficient to draw up adequate nostalgia for Barbie.
Patty Steffen, who was from Indiana, Fort Wayne, who also enjoyed Barbies when she was a child said, “I would not want my granddaughter to grow up, then be just like Barbie, because I do not know how much Barbie has evolved – what does she do now, does Barbie has a college diploma now?”
She has been around a lot longer than Barbie
Ms. Carol Spencer is just old to enjoy playing with Barbie, but she was arguably spending even more time with the Barbie doll than anyone.
Spencer also became a clothing styler in 1963 for Barbie. She spent over 53 years transforming the looks of Barbie all throughout the time.
“I then grew to believe of her as the muse, I consider every child who is playing with a Barbie as my child. And so allow me to tell you that I have a large family and I am loving it!,” said by the 90 years old Spencer, who was being surrounded by lots of Barbies in her home in Los Angeles.
Spencer said Barbie was even more successful in most of the years than the others and it had been really hard to hold up with the era. But she said that Barbie had always been a stable brand.
Barbie really bear Mattel for so many great years, she said.
Carol Spencer was really influential at the company Mattel made a Barbie as her honor. And then she still had that “Barbie no. 1” in her eating area. She says there are plans to watch the new film with her Club of Barbie – and of course, wearing pink. She is thrilled to witness Barbie break out a Barbie Land and also out of the heels, the sign Barbie can be kept up through out times.
“The latest audience now is Barbiecore pink. It will then introduce so much fun and will initiate people in the humanity of Barbie that was not there before,” she added at the end.