 Barbie’s
Midlife Crisis: Mighty Mattel Fights Back
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.
©2005 • 30 minutes • Grades 9 and up
Item#: BARBIE-VID •
Format: VHS/DVD • $99.95
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