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OCT 21

Mattel Hopes Barbie Facelift Will Show Up Younger Rivals

Wall Street Journal, October 21, 2009 — his was supposed to be the year that Barbie finally regained her tiara as the queen of the toy aisles. After many false starts, Mattel Inc. thought it had found a way to make the iconic fashion doll once more a must-have for girls of all ages — and to boost the company's flagging revenues as well. It is spending millions of dollars to promote its new "Fashionista" Barbies, even hiring a choreographer-to-the-stars to create a dance called "The Barbie" for a video that had its premiere on the "Today Show" and was posted on YouTube.

Category: Brand
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MAR 3

Toy Makers Reach Into Product Attic

Wall Street Journal, March 3, 2009 — To cope with slumping sales, toy makers are trying to breathe new life into some old brands.

This year, Zizzle LLC is rolling out a doll called P.J. Sparkles that has a tiara that lights up and a dress that can be transformed into pajamas. But the line isn't new: It was retired by Mattel Inc., its original manufacturer, nearly 20 years ago.

Categories: Brand, Innovation
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DEC 2008

Bratz loses battle of the dolls

Bratz dolls are facing removal from all shops after a US federal court banned parent company MGA Entertainment from making the Barbie rival.

BBC News, December 9, 2008 — The court issued the order after Barbie-maker Mattel won a landmark copyright-infringement case against MGA in August.

Bratz designer Carter Bryant had been found guilty of developing the Bratz brand while still working for Mattel.

Category: Marketing
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APR 2007

Mattel aims at preteens with Barbie Web brand

Toymaker turns to tech as sales slump for iconic fashion doll

Associated Press, April 26, 2007 — Mattel Inc.'s Barbie is joining the Internet age. The nation's No. 1 toymaker Thursday unveiled Barbie Girls, a multipronged brand that features a free Web site, BarbieGirls.com, that will allow children to create their own virtual characters, design their own room and try on clothes at a cyber mall. This summer, Mattel will introduce a Barbie-inspired handheld MP3 music device to interact with the Web site and unlock even more content.

Categories: Brand, Marketing, Design
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