Vairo Library's growing collection of DVDs now includes Barbie's Midlife Crisis: Mighty Mattel Fights Back. This film is a part of the BBC's Case Studies from the Multinational Marketplace series. Students and faculty interested in business, marketing, or popular culture will want to view this short British program.
At 44, Barbie had been the queen of fashion dolls for generations of children. But her sales and profits began to slip as she was forced to fend off attacks from enemies both new and old: the fashion-conscious Bratz pack and Sindy, a former rival that may yet prove to be her nemesis. After providing Barbie’s history and some background on competitors, this program focuses on Mattel’s strategy, which includes giving traditional Barbie a makeover, dumping Ken, and unleashing My Scene Barbie on the Bratz—all to capture the potent new KGOY (kids growing older younger) market. Original BBCW broadcast title: Barbie’s Midlife Crisis. (30 minutes)
Check out a preview video clip at http://www.films.com/id/12050/Barbies_Midlife_Crisis_Mighty_Mattel_Fights_Back.htm
(Vairo Library HF5415.127.B37 2005 DVD)
Posted by mhs160 at November 14, 2006 08:12 PM