The Wall Street Journal‘s Nicholas Casey has the full details on “the sweeping makeover,” which will include everything from “revamping the corporate structure that oversees Barbie to changing the way the doll is photographed for ads. The goal: to make Barbie fashionable again with older girls, who are dropping her for other, edgier playthings like video games.” Among the first tasks of the overhaul: reining in the sprawling, inconsistent Barbie brand.
For years after her introduction in 1959, Barbie reflected and even shaped fashion trends with her bell-bottom pants and power suits. But the Barbie empire started to lose its focus in the past decade as Mattel put the Barbie name on everything from animated cartoons to golf clubs.That meant Mattel wasn’t relying solely on doll revenue for the brand, but it also spawned inconsistency. For example, when executives reviewed Barbie’s packaging and ads, they found five different logos. Barbie’s color, pink, also ran the gamut, with 15 different shades.
I for one think it’s a great idea, over the years I’ve definitely lost respect for the Barbie brand. I mean seriously, this is a role model for young girls? I think not.