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1.What are the main issues that Barbie brand currently faces?
Barbie currently faces the issues of market saturation, partnership issues, diversity issues, media controversies and falling demand caused by the design and branding of their dolls. Foremost, competitors such as Hasbro and Lego have come up with popular alternatives such as racing cars, building block toys and other products that have mass market appeal. Secondly, Barbie has faced a number of branding controversies, such as dolls with unrealistic body shapes, curves and facial features that have sparked a media and public outcry over body positivity and body shaming. Critics of Barbie have contended that the doll manufacturer Mattel has created dolls which serve as poor role models for girls. They further contend that these dolls contribute to the objectification of women from a young age. Furthermore, Barbie, as a predominantly ethnically white doll, has faced criticism for not being diverse enough, and for not being representative of a market characterized by increasing ethnic diversity. As a result, the Barbie brand is facing falling demand, as more socially conscious and mature parents seek more ethical and appropriate toys for their children. Furthermore, Barbie is facing partnership issues, have lost key deals to their competitors in recent years. For example, Barbie recently lost the contract for the Disney Princess series of dolls to Hasbro, which represents a major loss of commercial revenue for the traditional doll manufacturer. This development also represents a decline in trust in the Barbie brand on the part of their established commercial partners. Finally, Barbie has been critiXXXXX for not being priced XXXX affordably. XX Barbie XXXX truly an XXXXXXXXX role model, XXXXXXX contend XXXX XXXXXX would be accessible XX people XX XXX income XXXXXX. XXXXXXX, XXX generally high price of XXXXXXXXX XXXXXX dolls XXXXXXXX that XXXXXX XX only XXXXXXXXX to the XXXXXX and XXXXX XXXXXX income XXXXXX, XXXXXXX serving XX an ‘unattainable’ XXXXXXXX of beauty XXX XXXXXXXXX that is XXXXXXXXXXX to XXXX of the XXXXXXXX market.
The XXXXXX XXXXX by XXX XXXXXX brand represent a XXXXXXX decline in XXX value of XXX Barbie XXXXX. XXXXX controversies XXX diversity issues, in XXX age XX MeToo and XXXXX Lives Matter, XXXX XX result in a decline in XXXXX XXXXXX XXX sales XXXXXXXX, as more XXXXXXXX conscious consumers tend to boycott brands affected XX XXXXX XXXXXXXX in XXXXX XX more ‘XXXXXXX’ XXXXXX. As a XXXXXX, XXXXXX needs XX implement XXXXXX rebranding XXXXXXX to improve its brand XXXXXXXXXXX XXX XXX XXXXXXXX XXXXXXXXXXX of XXX XXXX products.
2.XXXX is XXX XXXXXXXXX XX XXXXXX on society?Is XXXXXX "XXX" XXX XXXXXXX?
Barbie XXX been XXXXXXXXXX XX media XXXXXXXXX XXX public XXXXXXXXX as a brand that XXXXXXXX XXXXXXXXXXX body XXXXX XXX XXX XXXXXXXXXXXXXXX of XXXXXX bodies. Indeed, Barbie XXX had a XXXXXXXX XXXXXXXXX XXsociety, XX promoting XXXXXXXX XXXX XXXXXX XXX XXXXX women and XXXXX who play with XXXX. This XXXXX will XXXXXXX XXX impacts on body image, XXXXXX disorders XXX XXXX XXXXXX caused by Barbie products.
Foremost, Barbie XXXXXXX XXXXXXX by XXXXXXX the body image XX XXXXX XXXXXXX who will XXXXXXXXX to the body image propagated XX XXXXXX XXXXXXXX. XXXXXX products typically feature XXXXX XXXXXX, slim XXXXXX XXX ethnically XXXXX models XXXXX promote an unrealistic body XXXXX XXX many XXXXXX XXXXXXXXX. This impression of XXX body XXXXX XXXX continue to XXXXXXX until XXXXXXXXX XXX XXXX children XXX play with Barbie dolls.
XXXXXXXX, Barbie consumption is XXXXXX to XXXXXX XXXXXXXXX. XXXXX XXXXX XXX XXXXX who XXXX with XXXXXX XXXXX are XX XXXXXXX risk of XXXXXX XXXXXXXXX XXXX as bulimia, XXXXXXXX XXXXXXX and binge XXXXXX. XXXX is XXXXXXX XXX Barbie doll is XXXXXXXXXX unrealistic in body XXXXX, and motivates XXXXX XX take XXXXXXX actions that lead to serious health XXXXXXXXXXXX. This also XXXXXXX a XXXX on XXXXXX health budgets and XXXXXXXXX services.
Finally, XXXXXX dolls have been linked XX XXXXXXX XXXXXXX on self XXXXXX. XXXXX XXXXX who XXX unable to XXXX up to the XXXXXXXXXXX expectations XX the XXXXXX doll are XXXX prone to XXXXXXXXXX, XXXXXXX and XXXX esteem XXXXXX.
However, it is not XXXX XXXX XXXXXX is necessarily "bad" XXX society. This is because XXXXXX XXX be XXXX XX XXXXXXXXX XXXXXXXX role XXXXXX for society, such as the XXX XX XXX XXXXXXXXXXX diverse doll XXXXXX.
X.XXXX is your analysis XX Mattel's repositioningefforts, XXXXXXXXX XXX new advertisements and XXX XXXXXXXX?
Mattel XXX XXXXXX XX XXXXXXXXXX Barbie as a XXX XXXX XX more XXXXXXXX feminist XXX XXXXXXXXXXX. XXXX repositioning XXXXX to target more XXXXXXXX XXXXXXXXX and XXXXXXXXXXX XXXXXXX, XXX their children, XX XXXXXXX an established toy XXXX is XXXXXXXXXX and rebranded for XXX modern age. XXX XXXXXXX, XXXXXX has rolled out a series XX XXXXXX doll XXXX that come in XXXXXXXXX body XXXXXX (XX more accurately represent the diverse body XXXXXX of XXXXX customers), XX well XX XXXXX XXXX different facial shapes, skin tones, XXXX colors and eye XXXXXX. These Barbie dolls also strayed from XXXXXXXXXXX XXXXXX XXXXXXX to implement fashion more XXXXXXXXXXXXXX XX a XXXXXXX variety of women, such as XXXXXX wear XXX maternal wear. XXXXXXXXXXX, Barbie has implemented an advertisement featuring a XXXXX boy with a Barbie XXXX to XXXXXXX XXXXX exclusive run XX the Moschino Barbie, in order to break traditional XXXXXXXXXXX of XXX female-exclusive nature XX their XXXX. XXXXXX has XXXX XXX successful advertising campaigns XXXX XX ‘XXXXXXX XXX Possibilities’, which sought XX portray young girls XXXXXXX the opportunities available to them and becoming role models such XX doctors XXX professors. Barbie has XXXX XXXXXX XX XXXXXXXXX XXXXXXXXX back-stories XX XXXXX dolls, such XX XXXXX with a XXXXXXXXXX in XXXXXXXX law, XXXXX rights and medicine, in order XXXX XXXXX XXXXX XXXXX XXXXX XX XXXX XXXXXXXX XXXX XXXXXX to XXXXX XXXXXXXXX.
The XXXXXXXXXXXXX XXXXXXX by Mattel are effective, and show XXXX the company as a XXXXX is responsive XX XXXXX-XXXXX market trends and emerging developments in consumer XXXXXX and XXXXXXXXXXXX. XX XXXXXXX out a XXXXXX XX XXXX XXXXXXX XXXXX with elaborate back XXXXXXX, XXXXXX XXXXX that it cares XXXXX consumer needs XXX preferences, XXX that it understands that XXX consumer market XX becoming more diverse XXX progressive. Furthermore, XXXXXX XX able to ameliorate the XXXXXX caused by the XXXXXXX branding XXXXXXXXXXX of XXXXX that XXXX unrealistic and XXXXX role XXXXXX, XX XXXXXXXXXXXX a XXXXXX XX dolls XXXX more effectively XXXXX XX proper XXXX models to a more XXXXXXX XXXXXXXX market. XXXXXXX, Mattel XXXX XXXX diluting its XXXXX XXXXXXXXXXX and XXXX effectiveness if it XXXX XX XXXXXXXXX too XXXX. For example, XX Mattel XXXX to create XXXXXXXXXXXX made-to-order XXXXXX XXXXX, this would XXXXXX XXXXXX XXXXX XXXXXXXXXXXXXX XXX increase their XXXXXXXXXX costs XXXXXXXXXXXX. This XXXXX XXXXXX the XXXXX XX XXXXXXXXX XXXXXXX prices, XXXXX would XXXXXXXXXX XXXXXX XXXXX XXXXX. Furthermore, XX XXXXXX XXXXX to be ‘something XXX XXXXXXXX’ in their XXXXXX XXXX series, the doll XXX XXXX its XXXX value XXXXXXXXXXX XX a XXXXX.
X. What do you recommend that XXXXXX (and themanagers of XXXXXXXXXXX) XX XXXX?
Mattel should launch XXX initiatives to buttress their new XXXXX XXXXXXXX XX a XXXXXXXXXXX doll manufacturer, XXXXXXX XXX use XX XXXXXX media, concept XXXXXX, corporate XXXXXX responsibility XXXXXXXXXXX, lower-XXXXXX product XXXXXX XXX XXXXXXXXXXXXX.
XXXXXXXX, XXXXXX XXXXXX launch a social media campaign to XXXX out what customers would like XX see reflected in their XXXXXXXX XXXXX. XXXXXX XXXXX run an XXXXXXXXX XXXXXXX to challenge consumers XX XXXX on XXXXX XXXX popular doll designs, or XXXX a Facebook XXXXXXXXXX to XXXXXXXX XXXX XXXX XXX XXXXX what is now fashionable in XXX XXXXXXXX XXXXXX. By doing so, XXXXXX would XXXXXXXXX themselves XX a player that actively XXXXX XXXXX their XXXXXXXX XXXXXX, XXX is XXXXXXXXX XXXX XXX XXXXXXXXX, preferences XXX tastes of their consumers with XXXXXX XX XXXXXXXXXX XXX fashion.
XXXXXXXX, Mattel should implement XXXXXXXXXX retail concepts XXXX XX a XXXXXX XXXXXXX XXXXX with an in-XXXXX XXXXXX and XXXXXXXXX XXXXXXXXXX center. This XXXXX XXXXX XXXXXXXX to XXXXX XXXX XXXXXXXX Barbie role models XXXX backstories such as XXXXXXX and XXXXXXX, while XXXX XXXXXXXX their XXXXXXX to XXXXXX higher XXXXXXXXX and career XXXXXXXXXXX. By XXXXXXX parents (who XXXXXXXXX XXXX XXX purchasing decision) that Mattel XX truly XXXXXXXX in XXXXXXXXX ethical role models XXX developing women’s careers and XXXXXXXXX, Mattel could XXXXXXXXXX its XXXXX position as a XXXXXXXXXXXX of XXXXXXXX conscious XXXXX.
XXXX, XXXXXX XXXXXX walk the XXXX by launching a XXXXXXXXX social XXXXXXXXXXXXXX initiative XXXX XXXXX XX provide XXXXXXXXXX, XXXXXXXXX, clean XXXXX and food XX areas stricken XX XXXXXXXX XXX humanitarian disasters. By XXXXXXXXXX XXXXX in these XXXXX, XXXXXX XXXXX be able XX proclaim its brand positioning XX a XXXXXXXX XX women’s rights XXX XXXXXXXX, beautiful women more effectively.
XXXXXXXX, XXXXXX XXXXXX launch a XXXXX of lower-XXXXXX XXXXXX dolls. This XXXXXX doll XXXXX should XX XXXXXXXXXX XXXXXX for the middle XX lower middle income XXXXXXX, XXX XXXXX allow XXXXXX to cater XX a XXXXXXX consumer market, XXXXX also strengthening XXX position XX a XXXX XXXXXXXXXXXX representative XX a XXXXXXX range XX social XXXXXXXX and XXXXXXXXXX.
Finally, Mattel XXXXXX launch a XXXXX XX XXXXXXXXXXXX, limited XXXXXXX XXXXXX XXXXX. These XXXXX should XX fully customizable XX consumers, who should XX able XX XXXXXX the hairstyle, XXXX tone, and clothes of XXX Barbie dolls. XX doing so, XXXXXX XXXXX XXXXXXXXXXX premiumize its products XXX a XXXXXX group XX XXXX, and XXXXXXXX XXXXXXXX perceptions XX its brand XX an inclusive brand XXXX XXXXXXXX XXXXXXX diversity XXXXX XXX XXXXXXXX XXXX.
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