Product details

The case examines the evolution of the Barbie doll over the years from its launch in 1959. It explores the product development strategies adopted by Mattel for Barbie and the reasons for the success of Barbie. The case also explores changes in Barbie''s image along with the changes in American society. The criticism levelled against Barbie by feminists has also been described. The case also examines the challenges that Barbie could face in the future with the launch of Disney Princess. The case is developed to enable students to: (1) identify the reasons for the success of Barbie over the years despite changes in society, culture and fashion; (2) understand the significance of constant innovation in products to retain market share; (3) gain insights into the challenges faced by traditional playthings, such as dolls, in the Internet age; and (4) evaluate the strategies adopted by traditional toy makers to retain their market share in the face of emerging competition and changes in the social environment. The case is targeted at MBA/PGDBA students and is part of the marketing management curriculum.