Brand Yourself Like Barbie

As star and producer of the smash-hit film, Margot Robbie will?earn approximately $50 million, between her salary as Star, Producer and box office bonuses, as reported by Warner Bros.

Studying the Branding Lessons of Boss Beauties like the iconic brand Barbie and Margot Robbie as they market the latest Barbie movie reveals how Barbie has become a cultural icon as well as a global brand.

An iconic brand is recognizable, when it becomes synonymous with the product, idea, movement.

In essence, an iconic brand eclipses all competitors in its marketplace and the products are now known by the single dominant brand. For example, Band Aid, Coca-Cola, Richard Branson, Spanx, to name a few.

Barbie is a fashion doll created by American businesswoman Ruth Handler, manufactured by American toy company Mattel and launched in 1959. Barbie is the figurehead of a brand of Mattel dolls and accessories. Mattel has sold over a billion Barbie dolls, making it the company's largest and most profitable line.

However, Barbie has become more than just a doll. Synonymous with a coming-of-age doll; a stereotype for a beautiful, blonde bombshell with questionable intelligence; a brilliant business enterprise and a role model for equality, diversity and cultural intelligence.?

Over the past seven years, the line has evolved to be more reflective of the world girls see around them by introducing more than 175 diverse new looks, including five body types, 22 skin colors, 76 hairstyles, 94 hair colors and 13 eye colors.

Given that Barbie is undoubtably, one of the wealthiest earners on the planet it is worthwhile to investigate why and how Barbie has achieved such great success.

As a Brand Management Consultant at Jump the Q and a branding coach, Brand Barbie is a great case study for identifying what makes an iconic brand.

Brand Lesson 1. A brand Has Clarity On It's Brand Values?

The significance of Barbie is her personification, an inanimate object given a life, lifestyle, life lessons and legacy. Barbie is often spoken as if she was a real individual and celebrated in the same manner, we would a genuine celebrity. She has birthdays, tabloid gossip, media speculation surrounding her sexuality and relationships, her friends are well known and well versed in everything Barbie.

For example, Barbie, has an on-off romantic relationship with her then-boyfriend Ken (full name "Kenneth Sean Carson"), who first appeared in 1961. A news release from Mattel in February 2004 announced that Barbie and Ken had decided to split up, but in February 2006, they were hoping to rekindle their relationship after Ken had a makeover. In 2011, Mattel launched a campaign for Ken to win Barbie's affections back. The pair officially reunited in Valentine's Day 2011.

Barbie was also friendly with Blaine, an Australian surfer, during her split with Ken in 2004.

Writing for Journal of Popular Culture in 1977, Don Richard Cox noted that Barbie has a significant impact on social values by conveying characteristics of female independence, and with her multitude of accessories, an idealized upscale life-style that can be shared with affluent friends.

Brand Lesson 2. A Brand Must Commit to Its Vision

In 1960 Barbie’s release was enhanced by the emergence of the women’s movement. Barbie was also very different doll representing a change in women’s roles from nursing and rocking a baby doll to a modern independent young woman who came with outfits and exciting accessories. She inspired the imagine with potential and possibility for young women. Barbie was aspirational.

Brand Lesson 3: Iconic Brands Celebrate Important Milestones.

Barbie's full name is Barbara Millicent Roberts. Barbie's official birthday is March 9, 1959. The date she was launched. Barbie has been given many honors rare in the toy world.

Barbie celebrated her 50th birthday in 2009 with fashion friends. The Mercedes-Benz Fashion Week Barbie celebration showcased fashions contributed by fifty well-known haute couturiers including Diane von Fürstenberg, Vera Wang, Calvin Klein, Bob Mackie, and Christian Louboutin.

Brand Lesson 4. A Brand Cultivates Brand Loyalty?

In February 2022, Mattel celebrated its 60-year anniversary of the Barbie Dreamhouse by partnering with Habitat for Humanity International. Mattel committed to taking on 60 Habitat for Humanity projects, including new construction, home preservation, and neighborhood revitalization.

This project, extended the brand awareness of Barbie’s Dreamhouse and more recently was featured in Architectural Digest.??

The movie set of the new Barbie movie inspired the re-envisioned Barbie Dreamhouse with a brand-new competition series on HGTV hosted by supermodel, designer, author, and entrepreneur Ashley Graham. A dream come true for Barbie fans everywhere as the iconic Barbie Dreamhouse comes to life with eight teams of HGTV superstars will give one Southern California home an unforgettable Barbie-style makeover and make one passionate Barbie fan’s dream come true in Barbie Dreamhouse Challenge.

Brand Lesson 5. A Brand Is Has a Memorable Brand Identity

A brand is one that make an indelible impression.

Barbie has become synonymous with hot pink. A sweet bold pink which is immediately identifiable as all things #BarbieWorld.

Most memorable has been Barbies figure, big hair, sensational fashion, accessories and lifestyle.

If the Barbie hot pink color does not capture your attention, then Mattel is banking on nostalgia to bring back favourite outfits, accessories or adventure. With the launch of the Barbie movie in July 2023, saw Australian TV hosts dress up as Barbie or Ken, in their favourite costumes, and question guests about their favourite Barbie memory.

Brand Lesson 6. A Brand Builds Momentum and Harvests Brand Growth?

Barbie has transformed the toy business in affluent communities globally by becoming a vehicle for the sale of related merchandise (accessories, clothes, friends and relatives of Barbie, etc.).?

Since the mid-to-late 1980s, Barbie-branded products included not only the range of dolls with their clothes and accessories, but also a large range of branded goods such as books, apparel, cosmetics, video games and audiovisual content.

The brand has expanded into a long-running multimedia franchise since the late 1980s, including video games and CGI/computer-animated films.

On September 7, 2021, following the debut of the streaming television film Barbie: Big City, Big Dreams on Netflix, Barbie joined forces with Grammy Award-nominated music producer, songwriter, singer and actress Ester Dean and Girls Make Beats – an organization dedicated to expanding the female presence of music producers, DJs and audio engineers – to inspire more girls to explore a future in music production.

In 2015, Barbie began appearing as a vlogger on YouTube called Barbie Vlogger where she talks about her fictional life, fashion, friends and family, and even charged topics such as mental health and racism.?

Brand Lesson 7: An Iconic Brand Builds A Brand Empire

According to MarketWatch, the release of the 2023 movie Barbie is expected to create "significant growth" for the brand until at least 2030.?As well as reinvigorated sales, the release of the movie has triggered a fashion trend known as "BarbieCore" which includes over a 100 different products from bedding to ice cream to high fashion design houses.?

She is portrayed by Australian actress Margot Robbie in a live-action film adaptation released on 21 July 2023 by Warner Bros. Pictures in the United States.

Mattel, in partnership with Warner Bros. Pictures, has debuted today the latest teaser of the Barbie movie along with the launch of 24 brand-new character posters, the film’s teaser poster, a Barbie selfie generator

Try Barbies Selfie https://www.barbieselfie.ai/au/step/1-upload/

and TikTok lens extension, and an official Twitter emoji.

The last Barbie teaser welcomed fans everywhere to "Barbie Land," giving viewers a peek into the world of Barbie through the lens of renowned director Greta Gerwig and the on-screen power of a star-studded cast. Barbie went on during July 2023 to become the number 1 movie world-wide.

In 2023, Mattel broke ground on a theme park near Phoenix, Arizona. The Mattel Theme Park is to open in 2024.

Brand Lesson 8: A Brand Inspires Action or Aspirations

A brand represents its audiences values, desires or dreams. Barbie a teen fashion model was the dream of every girl to be recognised as beautiful and have their photo of the cover of a magazine.

The first Barbie doll wore a black-and-white zebra striped swimsuit and signature topknot ponytail, and was available as either a blonde or brunette. The doll was marketed as a "Teen-age Fashion Model", with her clothes created by Mattel fashion designer Charlotte Johnson. The first Barbie dolls were manufactured in Japan, with their clothes hand-stitched by Japanese homeworkers. Around 350,000 Barbie dolls were sold during the first year of production.?

The Economist has emphasized the importance of Barbie to children's imagination, by creating a doll with adult features, Mattel enabled girls to become anything they wanted as young adults dreaming of their future. From her early days as a teenage fashion model, Barbie has appeared as an astronaut and surgeon.?

Barbie also holds a pilot's license, and operates commercial airliners in addition to serving as a flight attendant. Barbie's careers are designed to show that women can take on a variety of roles in life, and the doll has been sold with a wide range of titles including Miss Astronaut Barbie (1965), Doctor Barbie (1988), and NASCAR Barbie (1998).

Barbie has had over 40 pets including cats and dogs, horses, a panda, a lion cub, and a zebra. She has owned a wide range of vehicles, including pink Beetle and Corvette convertibles, trailers, and Jeeps.

Brand Lesson 9: A Brand Contributes to A Greater Cause?

In 2019, Mattel launched the "Barbie Dream Gap Project" to raise awareness of the phenomenon known as the "Dream Gap": beginning at the age of five, girls begin to doubt their own intelligence, where boys do not. This leads to boys pursuing careers requiring a higher intelligence, and girls being underrepresented in those careers.

As an example, in the U.S., 33% of sitting judges are female. This statistic inspired the release of Judge Barbie in four different skin tones and hairstyles with judge robes and a gavel accessory.?

Brand Lesson 10: A Brand Continuously Leverages Media?

It is important that Brand enter the conversation, with an article or video tribute. These at the height of an event can go viral and capture the attention of millions.?

In May 2020, in response to the COVID-19 pandemic, Mattel announced a new line of Thank You Heroes career dolls modelled after the first responders and essential workers of 2020. It was an opportunity to enter the conversation, thank the first responders, expand brand awareness and extend the Barbie line into newly identified vital roles.?

For every doll purchased, Mattel donated a doll to the First Responders Children's Foundation.

Brand Lesson 11:??Seek To Be Number 1 in the Market

Mattel has long been an aggressive marketer of products, said Einav Rabinovitch-Fox, a history lecturer at Case Western Reserve University. The company defied industry standards in the 1960's when its TV ads spoke directly to children, she said

Realizing that there could be a gap in the market, Barbie Creator Handler suggested the idea of an adult-bodied doll to her husband Elliot, a co-founder of the Mattel toy company. During a trip to Europe in 1956 with her children Barbara and Kenneth, Ruth Handler came across a German toy doll called Bild Lilli.?

The adult-figured doll was exactly what Handler had in mind, which made its debut at the American International Toy Fair in New York City on March 9, 1959.?This date is also Barbie’s official birthday.

Brand Lesson 12: Iconic Brand Stand Out Because They Are Often Market Disruptors

One of the most fascinating aspects of Barbie is her bustline. In the late 1950 and early 1960 women’s underwear created a silhouette which Barbie’s makers adopted. Ruth Handler believed that it was important for Barbie to have an adult appearance, and early market research showed that some parents were unhappy about the doll's chest, which had distinct breasts. The debate and pressure to make Barbie more realistic has led to many version of Barbie being recreate in a masterful inclusive strategy.?

Barbie was also one of the first toys to have a marketing strategy based extensively on television advertising, which has been copied widely by other toys. This level of marketing created enormous brand awareness as TV was still relatively new. In 2006, it was estimated that over a billion Barbie dolls had been sold worldwide in over 150 countries, with Mattel claiming that three Barbie dolls are sold every second. The brand now offers over 22 skin tones, 94 hair colors, 13 eye colors and five body types.

Brand Lesson 13: Iconic Brand Messaging Is Monitored?

Brand awareness is the view in the hearts and minds of your audience and the public.?

An aspect of brand awareness is the potential for to create a brand message which elevates your brand values. An iconic brand will be questioned when its messaging is not congruent and comments should be seen as a learning moment for a brand correction or brand maturity.?

For example, concerns were raised that Barbie was a bad influence, which is ironic given her innocence and generosity. However, in July 1992, Mattel released Teen Talk Barbie. Each doll was programmed to say four out of 270 possible phrases, no two dolls were likely to be the same (the number of possible combinations is 270! / (266!4!) = 216,546,345).?

One of these 270 phrases was "Math class is tough!", which led to criticism from the American Association of University Women; about 1.5% of all the dolls sold said the phrase. The doll was often erroneously misattributed in the media as having said "Math is hard!" In October 1992, Mattel announced that Teen Talk Barbie would no longer say "Math class is tough!", and offered a swap to anyone who owned a doll that did. And of course, Barbie has gone on to be computer programmer and engineer.?

In November 2014, Mattel received criticism over the book I Can Be a Computer Engineer, which depicted Barbie as being inept at computers and requiring that her two male friends complete all of the necessary tasks to restore two laptops after she accidentally infects her and her sister's laptop with a malware-laced USB flash drive. Critics complained that the book was sexist, as other books in the I Can Be... series depicted Barbie as someone who was competent in those jobs and did not require outside assistance from others. Mattel later removed the book from sale on Amazon in response to the criticism, and the company released a "Computer Engineer Barbie" doll who was a game programmer rather than designer.

Brand Lesson 14: An Iconic Brand Understands Its Brand Purpose

Barbie - Inspires the limitless potential in every girl.

As part of Mattel’s purpose to empower the next generation, Barbie has committed to three priorities: representation, empowerment, and environmental impact. Barbie recognizes the importance of representation and working to create a world where equal opportunity is the norm, not the exception. https://corporate.mattel.com/brand-portfolio/barbie

Girls Believe They Can Be Anything, But Does the World?

Barbie has been working to close the gap that comes between girls and their full potential. https://youtu.be/FZ8Sgkq74XA

The Dream Gap for young girls still exists, but new research shows the challenges don’t lie in girls lacking self-confidence or drive — the gaps often occur in the world around them.?

From age 5, girls begin to develop limiting self-beliefs. They stop believing their gender can do or be anything. This is the Dream Gap, and Barbie began a mission to close it.?

#Barbie #CloseTheDreamGap Watch Barbie’s Lesson on YouTube https://youtu.be/FZ8Sgkq74XA

Brand Lessons?15: Know your Brand Archetype and Leverage it?

Most brands fall into one of twelve well-known brand archetypes based on the stereotype marketing. Research recognises that we generally stereotype and that the values of this stereotype appeal to its audience.

The term Barbie represents an understanding of a stereotypical white western woman. It is also a firm cultural norm within Western Society of the attributes of the ideal woman which still holds true.?

BUT Barbie is the Rebel Archetype. She was unconventional and very cool. A teen fashion model with an enviable lifestyle. Barbie launched with a controversial women’s bust. Mass TV advertising aimed directly at children. Barbie was a model with wealthy friends and a wealthy lifestyle. At the time, the American Dream was being sold. Barbie represented that dream for young women. Affluent Barbie shockingly leveraged anti-stereotype message being conveyed in the women’s movement.

Barbie was an expression initially for a privileged upbringing, affluent lifestyle and wealthy friends yet her core values were of a modest, innocent girl-next-door unaffected by wealth.?Yet Barbie represents inclusivity with many ethnicities, careers and friends from diverse backgrounds.?

Over the past seven years, the line has evolved to be more reflective of the world girls see around them by introducing more than 175 diverse new looks, including five body types, 22 skin colours, 76 hairstyles, 94 hair colours and 13 eye colours.

Barbie Introduces Its First Doll with Down Syndrome, further increasing representation in the toy aisle.

Mattel was the first children’s entertainment company to join the UK Chapter of the Unstereotype Alliance. Convened by UN Women, the Unstereotype Alliance seeks to eradicate harmful stereotypes in media, advertising content and use the advertising industry as a force for good.

Each of Mattel’s products and experiences is designed to deliver an intrinsic value that inspires, entertains, and develops children through play. As a key brand for Mattel, Barbie will be front and centre of this effort.?

“Barbie is dedicated to showcasing women who are role models from all backgrounds, professions, and nationalities so that girls around the world can see themselves in careers that might not always seem as accessible,” said Lisa McKnight, Executive Vice President and Global Head of Barbie & Dolls, Mattel.

The UN advises, “Women make up less than one-third of the STEM workforce, and it’s proven that girls are systemically tracked away from STEM throughout their education.” To show girls that they can be anything, Barbie continues its commitment to recognizing female role models and highlighting careers which are historically underrepresented by women.

Barbie is celebrated International Women’s Day by honouring over half a dozen women worldwide who are leaders in STEM with one-of-a-kind role model dolls made in their likeness. Barbie knows that seeing is believing – and access to successful female role models in STEM is essential for children to build and maintain an interest in the industry.

Even though progress has been made toward gender equality, stereotypes and societal biases still exist that can affect a girl’s trajectory and future choices. The Barbie Dream Gap Project is a global mission dedicated to closing the gap by challenging gender stereotypes and helping undo the biases that hold girls back from reaching their full potential.

Since Barbie's introduction as a teenage fashion model in 1959, the doll has been portrayed with many careers. Dolls are sold with sets of clothes and accessories that fit the career being portrayed. For example, the Lifeguard Barbie playset includes a Barbie, an outfit with shoes, a lifeguard chair, a dolphin, and a life preserver, while the Spanish Teacher Barbie includes a Barbie, an outfit with shoes, flashcards, a Spanish quiz, an easel, a notebook, a key chain, and a hairbrush.

According to Mattel, Barbie has had over 200 careers, recently including more STEM fields.

Brand Lesson 16: An Iconic Brand Settles Into a Brand Maturity

“Barbie the movie is a monumental moment for the brand, and we cannot wait for fans to experience Barbie like never before on the big screen,” said Lisa McKnight, Executive Vice President and Global Head of Barbie & Dolls, Mattel.

The 'Barbie' Marketing Strategy: Let's Go Party saw 100 plus Barbie Collaborations. The Movie and products are Mattel's Strategy to expand the Barbie world beyond toys.

Mattel President and COO Richard Dickson, " The bigger opportunity for us is going to be outside of the toy aisle. That is the drive we see the monetization for the brand moving forward."

The movies aim is to drive brand awareness, while moving Barbie ironically into conversations around stereotypes, feminism as well as re-brand Barbie for adults.?

The Mattel merchandising strategy targets all ages, capturing new children’s market as well as the nostalgic Barbie owners, collectors, LGBT+ and women celebrating being feminine while strong woman.?

Mattel announced new product collection to celebrate the upcoming movie, Barbie from the original doll to Barbie X-Box to Virtual Digital Collectibles.

Barbie? The Movie doll line includes:

- Barbie The Movie Doll Pink Gingham Dress.

- Barbie The Movie Ken Doll Pastel Stripe Matching Set.

- Barbie The Movie Doll Plaid Matching Set.

- Barbie The Movie Ken Doll Denim Matching Set.

- Barbie The Movie Doll Gold Disco Jumpsuit.

- Barbie The Movie Doll Pink Western Outfit.

- Barbie The Movie Doll Gloria Pink Power Pantsuit.

- Barbie The Movie Ken Doll Gold and White Disco Tracksuit.

- Barbie The Movie Doll President in Pink and Gold Dress, and

Each Set includes matching accessories as seen in the Movie. While Barbie: The Movie Fashion Pack: includes three iconic Barbie outfits from the movie: a blue and white sundress, gingham pink blouse and short set, and dreamy pyjama outfit; the Barbie The Movie Pink Corvette Convertible featuring a curvy retro silhouette and pink paint job, with film-inspired details like white wall tires and chrome rimes was also released.

Along with Barbie items inspired by the characters in the movie, Barbie?, Mattel is also releasing a collection of products celebrating the live action feature film across the larger Mattel portfolio, including Barbie: The Movie UNO, Little People Collector, MEGA Dreamhouse, Hot Wheels RC Barbie Corvette, a radio-controlled 1956 Corvette Stingray that can fit two Barbie dolls to create authentic road trips with Barbie as well as the Hot Wheels Die-Cast Pink Corvette in 1:64 Scale.

The Mattel collection of the movie Barbie? products, available in collectible packaging, will be at retailers nationwide and/or Mattel Shop for an SRP of $1.25 to $150 commenced June 1st.

In continued celebration of the film, Mattel will also be releasing an array of movie-themed products with over 100 brand partners across fashion, beauty, accessories and more starting this month. Finding new ways to further engage with their favourite content and characters beyond the original print books, audio books, and eBooks sold and distributed through Simon & Schuster.

Brand Lesson X: Iconic Brands Take Control of Their Brand Narrative

The build brand awareness, awaken a new generation of Barbie fans and re-ignite childhood dreamers, Barbie: The Movie was been develop with Margot Robbie as Barbie as well as the movie’s Producer while hand selected Greta Gerwig directed the movie.

To live in Barbie Land is to be a perfect being in a perfect place. Unless you have a full-on existential crisis. Unless you're Ken.

Barbie teaser welcomes fans everywhere to "Barbie Land," giving viewers a peek into the world of Barbie through the lens of renowned director Greta Gerwig and the on-screen power of a star-studded cast.

Watch Movie Teaser 1 https://youtu.be/Ej8mjwcaJoQ

Watch Movie Teaser 2 https://youtu.be/pBk4NYhWNMM

Margot Robbie as the Producer of Barbie spoke to Teen Vogue about her roles. Watch https://youtu.be/-ebMbqkdQdg

Margot Robbie Takes You Inside Architectural Digest Inside The Barbie Dreamhouse?Watch https://youtu.be/uKgaVlMN7IY

Margot Robbie discussed one thing she learnt from Barbie which was the Sorry Reflex, that many girls and woman share and encourages us to swap out sorry for thank you.

Watch Barbie Lesson for Girls on You Tube https://youtu.be/g9ahiHpM3yQ

Or a valuable lesson on Feeling Blue? You’re not alone on Barbie Vlogs | @Barbie

I’m feeling very blue today. It’s ok to feel down sometimes. Here are some things I do to cheer myself up! Remember, you can’t have the Spring without the Winter.??

Watch #Barbie #BarbieVlogs #PACE on YouTube https://youtu.be/aTmrCqbfjH4

Brand Lesson 17: Iconic Brands Will Seek Role Models of Excellence

In March 2018, in time for International Women's Day, Mattel unveiled the "Barbie Celebrates Role Models" campaign with a line of 17 dolls, informally known as "sheroes", from diverse backgrounds "to showcase examples of extraordinary women".?

Mattel developed this collection in response to mothers concerned about their daughters having positive female role models. Dolls in this collection include Frida Kahlo, Patti Jenkins, Chloe Kim, Nicola Adams, Ibtihaj Muhammad, #BindiIrwin, Amelia Earhart, Misty Copeland, Helene Darroze, Katherine Johnson, Sara Gama, Martyna Wojciechowska, Gabby Douglas, Guan Xiaotong, Ava Duvernay, Yuan Yuan Tan, Iris Apfel, Ashley Graham and Leyla Piedayesh.

In 2020, the company announced a new release of "shero" dolls, including Paralympic champion Madison de Rozario. In July 2021, Mattel released a Naomi Osaka Barbie doll as a part of the 'Barbie Role Model' series. A Julie Bishop doll was released to acknowledge the former Australian politician, as was one for general practitioner Kirby White for her work during the COVID-19 pandemic in Australia. In August 2021 a Barbie modelled after European Space Agency astronaut Samantha Cristoforetti was released.

More recently Ukrainian Fencer and Barbie Role Model defeating her Russian component and stepping away from pretention and polite politics in sports by making a bold statement that the world would not be condoned or enabled terrorism.?Read more?

While Margot Robbie was presented her own Barbie as a role model as Producer and Actress.??

Brand Lesson 18: An Iconic Brands Undertake Sustainable Branding with Social Justice causes.?

Mattel has responded to criticisms pointing to a lack of diversity in the line.[71] Starting in 1980, it produced Hispanic dolls, and later came models from across the globe. For example, in 2007, it introduced "Cinco de Mayo Barbie" wearing a ruffled red, white, and green dress (echoing the Mexican flag). Hispanic magazine reports that:[O]ne of the most dramatic developments in Barbie's history came when she embraced multi-culturalism and was released in a wide variety of native costumes, hair colours and skin tones to more closely resemble the girls who idolized her. Among these were Cinco De Mayo Barbie, Spanish Barbie, Peruvian Barbie, Mexican Barbie and Puerto Rican Barbie. She also has had close Hispanic friends, such as Teresa.

Professor Emilie Rose Aguilo-Perez argued that over time, Mattel shifted from ambiguous Hispanic presentations in their dolls to one that is more assertive in its "Latinx" marketing and product labeling.

Black Barbie was introduced in 1980. "Black Barbies" the Nicki Minaj song, saw the launch of Black Barbies (song) recently.

In May 1997, Mattel introduced Share a Smile Becky, a doll in a pink wheelchair. Kjersti Johnson, a 17-year-old high school student in Tacoma, Washington with cerebral palsy, pointed out that the doll would not fit into the elevator of Barbie's $100 Dream House. Mattel announced that it would redesign the house in the future to accommodate the doll.

The 2001 release Barbie Oreo School Time Fun was marketed as someone with whom young girls could play after class and share "America's favorite cookie". Critics argued that in the African American community, Oreo is a derogatory term meaning that the person is "black on the outside and white on the inside", like the chocolate sandwich cookie itself. The doll was unsuccessful and Mattel recalled the unsold stock, making it sought after by collectors.

Brand Lesson 19: An Iconic Brand Frequently Audits Brand Message?

From the start, concerns were expressed that "the blonde, plastic doll conveyed an unrealistic body image to girls."

Criticisms of Barbie raised concerns that children consider Barbie a role model and will attempt to emulate her. One of the most common criticisms of Barbie is that she promotes an unrealistic idea of body image for a young woman, leading to a risk that girls who attempt to emulate her will become anorexic.?

A standard Barbie doll is 11.5 inches (29 cm) tall, giving a height of 5 feet 9 inches (1.75 m) at 1/6 scale. Barbie's vital statistics have been estimated at 36 inches (91 cm) (chest), 18 inches (46 cm) (waist) and 33 inches (84 cm) (hips). According to research by the University Central Hospital in Helsinki, Finland, she would lack the 17 to 22 percent body fat required for a woman to menstruate. A pink bathroom scale accessory permanently set at 110 pounds (50 kg), underweight for a woman with Barbies measurements 5 feet 9 inches (1.75 m) tall was criticised as well as the back cover of the vintage booklet titled How to Lose Weight, stating "Don't Eat!".

?In 1997, Barbie's body mould was redesigned and given a wider waist, with Mattel saying that this would make the doll better suited to contemporary fashion designs.

Brand Lesson?20: A Iconic Brand Protects Their Brand Promise

"Barbie syndrome" a term that has been used to depict the desire to have a physical appearance and lifestyle representative of the Barbie doll. It is most often associated with pre-teenage and adolescent girls but is applicable to any age group or gender. A person with Barbie syndrome attempts to emulate the doll's physical appearance, even though the doll has unattainable body proportions.?

#Ukrainian model Valeria Lukyanova has received attention from the press, due in part to her appearance having been modified based on the physique of Barbie. She stated that she has only had breast implants and relies heavily on makeup and contacts to alter her appearance. Similarly, Lacey Wildd, an American reality television personality frequently referred to as "Million Dollar Barbie", has also undergone a number of surgeries to become "the extreme Barbie".

Men have also sought to become a "Human Ken Doll” receiving multiple cosmetic surgeries to enhance their Ken-like appearance.

In 2006, researchers Helga Dittmar, Emma Halliwell, and Suzanne Ive conducted an experiment testing how dolls, including Barbie, affect self-image in young girls. Dittmar, Halliwell, and Ive gave picture books to girls age 5–8, one with photos of Barbie and the other with photos of Emme, a doll with more realistic physical features. The girls were then asked about their ideal body size. Their research found that the girls who were exposed to the images of Barbie had significantly lower self-esteem than the girls who had photos of Emme.

In 2016, Mattel introduced a range of new body types: 'tall', 'petite', and 'curvy', releasing them exclusively as part of the Barbie Fashionistas line. 'Curvy Barbie' received a great deal of media attention and even made the cover of Time magazine with the headline "Now Can We Stop Talking About My Body?". Despite the curvy doll's body shape being equivalent to a US size 4 in clothing, some children reportedly regarded her as "fat".

Although Barbie had been criticized for its unrealistic-looking "tall and petite" dolls, the company has been offering more dolls set to more realistic standards in order to help promote a positive body image.?

Brand Lesson 21: An iconic brands Protect their Brand?

Barbie has frequently been the target of parody; Mattel has sued a number of individuals and corporations with mixed success.?

Disputes have occurred over the Latin American "Frida Kahlo Barbie" doll, Malibu Stacy from The Simpsons 1994 episode "Lisa vs. Malibu Stacy", Aqua's song "Barbie Girl" was the subject of the lawsuit Mattel v. MCA Records, which Mattel lost in 2002, with Judge Alex Kozinski saying that the song was a "parody and a social commentary".

In 2011, Greenpeace parodied Barbie, calling on Mattel to adopt a policy for its paper purchases that would protect the rainforest. Four months later, Mattel adopted a paper sustainability policy.

Savior Barbie refers to a satirical Instagram account. Savior Barbie is depicted as being in Africa where she runs an NGO that provides drinking water to locals and makes sure to provide footage that depicts her glorious acts of goodness. The account is likely to have inspired others such as "Hipster Barbie" and "Socalite Barbie" where the doll is used to represent the account holder.?

In May 2001, MGA Entertainment launched the Bratz series of dolls, a move that gave Barbie her first serious competition in the fashion doll market. In 2005, figures showed that sales of Barbie dolls had fallen by 30% in the United States, and by 18% worldwide, with much of the drop being attributed to the popularity of Bratz dolls.

In December 2006, Mattel sued MGA Entertainment for $1 billion, alleging that Bratz creator Carter Bryant was working for Mattel when he developed the idea for Bratz. On December 3, 2008, MGA was banned from selling Bratz. On appeal, the Court overturned the District Court's original ruling for Mattel. Finally, returning to court Mattel was ordered to pay MGA $310 million for attorney fees, stealing trade secrets, and false claims.

Brand Lesson?22: A Iconic Brand Protects Their Brand Reputation?

In September 2003, the Middle Eastern country of Saudi Arabia outlawed the sale of Barbie dolls and franchises, stating that they did not conform to the ideals of Islam. The Committee for the Promotion of Virtue and the Prevention of Vice warned, "Jewish Barbie dolls, with their revealing clothes and shameful postures, accessories and tools are a symbol of decadence to the perverted West. Let us beware of her dangers and be careful." The 2003 Saudi ban was temporary.

?In Muslim-majority nations, there is an alternative doll called Fulla, which was introduced in November 2003 and is equivalent to Barbie, but is designed specifically to represent traditional Islamic values. Fulla is not manufactured by Mattel (although Mattel still licenses Fulla dolls and franchises for sale in certain markets), and (as of January 2021) the "Jewish" Barbie brand is still available in other Muslim-majority countries including Egypt and Indonesia. In Iran, the Sara and Dara dolls, which were introduced in March 2002, are available as an alternative to Barbie, even though they have not been as successful.

Brand Lesson?23: An Iconic Brands Has Brand Ambassadors & Collectors

An Iconic Brands creations are so desirable they become collectibles.?

Mattel estimates that there are well over 100,000 avid Barbie collectors. Ninety percent are women, at an average age of 40, purchasing more than twenty Barbie dolls each year. Forty-five percent of them spend upwards of $1000 a year. Vintage Barbie dolls from the early years are the most valuable at auction, and while the original Barbie was sold for $3.00 in 1959, a mint boxed Barbie from 1959 sold for $3552.50 on eBay in October 2004.?

On September 26, 2006, a Barbie doll set a world record at auction of ￡9,000 sterling (US$17,000) at Christie's in London. The doll was a Barbie in Midnight Red from 1965 and was part of a private collection of 4,000 Barbie dolls being sold by two Dutch women.

In recent years, Mattel has sold a wide range of Barbie dolls aimed specifically at collectors, including porcelain versions, vintage reproductions, and depictions of Barbie as a range of characters from film and television series such as The Munsters and Star Trek. There are also collector's edition dolls depicting Barbie dolls with a range of different ethnic identities. In 2004, Mattel introduced the Colour Tier system for its collector's edition Barbie dolls including pink, silver, gold, and platinum, depending on how many of the dolls are produced.

Article by Rachel Quilty The Brand Architect Jump The Q

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