Barbie

I'm a Barbie girl, in a research world.

Barbie recently released a range of newly ‘made over’ dolls to tackle the negative feedback around the doll’s classic look, often cited as ‘fake’ by critics.

The feedback throughout social media & the press was overwhelmingly positive with over 129,025 tweets being sent in the first 24 hours after the announcement. Time magazine* – ran an exclusive with Barbie as its cover girl, about the journey leading to the doll’s make over.   

Barbie 

This is a perfect example of a product in decline**,  being given a new lease of life – taking it right back to the introductory phase - the refresh helping the product become new again.

And this is where market research comes in.

Mattel took the insight gained from their customers and resurrected a product whose reputation was faltering.

To market the dolls make over, Mattel joined in the girl power movement with the likes of

Always #LikeAGirl

Sport England #ThisGirlCan,

 and directed their campaign with the hashtag - #YouCanBeAnything. 

The campaign inspiration was driven by the creator of the doll - Ruth Handler, who stated ‘my whole philosophy of Barbie was that, through the doll, the little girl could be anything she wanted.’ 

The power of market research and insight in Barbie’s revamp - should not be underestimated. Barbie and #TheDollEvolves journey, is a perfect example of how to harness insight and turn it into an actionable business solution.

Utilising feedback from consumers – both positive and negative - has helped Mattel develop their long beloved doll into a toy fit for 2016.

And created a social media storm to boot.

*Image courtesy of Time magazine 

**Mattel reported sales falling by 4% - CNN

Cover image: Barbie

By Bridget Leonard, Marketing Executive

This entry was posted in B2C, Consumer insight, Market research, tagged Communication, Consumer, Social media, Listening and posted on February 9, 2016


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