Barbie to undergo a makeover
Barbie brand is set for a relaunch as Mattel seek to re-introduce the 50-year-old doll brand in the UK by changing its packaging and marketing to be labelled as a “fashion icon.”
The makeover covers point of sale promotion and the brand’s website, which are part of a global strategy to provide a “consistent approach” in the way Barbie dolls are packaged and marketed.
From the end of July, new packaging will be introduced ahead of a television campaign due to be released in mid August.
By Spring/Summer 2010, the company aims to have a “fully consistent” packaging and marketing campaign in place.
Erica Vankamp marketing director for Barbie says, the new concept is a testament to the brands commitment of bringing Barbie to life.”
The Barbie stand at Hamleys, London has also received a revamp in line with the new look.
Due to celebrate its 50th birthday this year, the Barbie brand reported a worldwide drop in gross sales to 5 per cent in the first quarter despite posting a double-digit increase in the US.
Barbie sales had been under pressure from the success of rival doll range Bratz until last year, when a court ruled against Bratz owner MGA Entertainment. Mattel had claimed that the name and design of the dolls was based on drawings that its creator Carter Bryant had done while under contract to Mattel.
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