Product details

This structured assignment is to accompany the case ''303-244-1''. The abstract of the case is as follows: Barbie, introduced by toymaker Mattel in 1959, has been the most popular fashion doll ever created. Barbie fascinated generations of little girls and Mattel has sold over a billion Barbies since 1959. However, its undisputed leadership in the fashion doll market has been facing a challenge since January 2002 from Bratz, a rival fashion doll from MGA Entertainment. MGA Entertainment successfully marketed its Bratz to the tween girls, a marketing niche that Mattel has been struggling for years to target. The continued success of Bratz has been sending shockwaves through Mattel. In its 44-year history, Barbie has fought off many a rival. The case discusses the challenge from Bratz, the tween marketing niche, age compression and finally asks if Barbie can ward off the Bratz challenge and remain relevant to the tween girls.