Mattel's Change In The Body Image Of Barbie

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MATTEL, INC., incorporated was born on March 6, 1968, designs, manufactures, and markets a variety of toy products around the world, which are sold to its customers and directly to consumers. The company operates through three segments: North America, which consists of the United States and Canada, International, and American Girl. The North America and International segments sells products in the Mattel Girls & Boys Brands, Fisher-Price Brands, and Construction and Arts & Crafts Brands categories. On March 9 1959, the first Barbie doll goes on display at the American Toy Fair in New York City. Eleven inches tall, with a waterfall of blond hair, Barbie was the first mass-produced toy doll in the United States with adult features. The woman …show more content…
In the summer of 2000, they decided to change Barbie to a more modern look. The new Barbie will have a more natural body shape less busty with wider hips. From my research I noticed that Mattel made this change in body image of the dolls because a drop in sales. According to the Los Angeles Business Journal, Barbie sales dropped from $2 billion to $1.5 billion in 1999. Barbie 's body proportions, as a cultural icon of female beauty, have received much criticism and empirical studies confirm that her body proportions are unrealistic, unattainable, and unhealthy. When fashion dolls, including Barbie, were compared with the typical fashion model and the Greek ideal of beauty, standardized bust measurements of fashion dolls showed that adult women would assume heights of 6′2 in. The new toys allow the product line to be a better reflection of what girls see in the world around them. They believe they have a responsibility to girls and parents to reflect a broader view of beauty. Barbie dolls is not product in the market that is needed for a consumer to survive. However, many parent gives or buys these dolls to their daughters in order to make them happy and for them to growth in a childhood full of fantasies. Although many may think that the dolls target market is the children but it is not. In fact there target market is the parent who buy these products. The parent make the corporation and they are key in profit sales. Throughout the years we see that parent have lost trust in the Barbie brand for many reasons. Many parents’ notices after seeing their young daughters ignore her baby dolls to play make-believe with paper dolls of adult women. Parents realized there was an important niche in the market for a toy that allowed little girls to imagine the future. There are many things Mattel did to respond to the decrease in interest of the moms. Moms became another

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