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 Essay regarding mattle

A Global Journal Record --- Small World: One-Toy-Fits-All: How Industry Learned to Love the Global Kid

By Mack Bannon in Los Angeles and Carlta Vitzthum in This town.  Wall Road Journal.  (Eastern edition). Nyc, N. Sumado a.:  Apr 30, 2003. pg. A. 1

Abstract (Summary)

For instance , Mattel's Rapunzel Barbie, in whose ankle-length golden-haired locks cascade down her pink ball gown, was released on the same day time last along with 59 countries including the U. S. -- the company's biggest product kick off ever. Since then, Rapunzel Barbie and related merchandise features generated two-hundred dollar million in global sales, nearly 50 % of that outside the U. S i9000. The toy made the top-10 bestseller list in Britain, the U. T., Italy, The country of spain, France and Germany and was a huge hit in Asia. At the same time when the U. S. industry has been stagnating, Rapunzel Barbie helped boost international product sales at Mattel, based in Un Segundo, Calif., to $1. 9 billion in 2002, up from $1. your five billion in 2000. Mattel no longer makes Asian-featured Barbies. For example , the moment Rapunzel Barbie had its debut in October, Wal-Mart stores in South Korea and Chinese suppliers hired local women to dress up such as the doll and greet kids as they joined. At the same time, the Mattel TV SET ad campaign was broadcast around the globe in 15-, 20- and 30-second areas -- in 35 different languages. Mattel's Barbie Site, which has eight language alternatives, featured Rapunzel stories and games. A computer-animated film, called " Barbie because Rapunzel, " was broadcast on TV and released upon video and DVD all over the world, and proven in some theaters overseas. The 80-minute celebrities the doll in an latest version of the fairy tale, in which Barbie is locked in a tower system by a great evil witch -- voiced by Anjelica Huston. Barbie isn't liberated by a prince, as in the Grimm Brothers classic, nevertheless frees herself with the help of a magic paintbrush. The release was combined with special marketing promotions of hair-comb sets and other accessories for Carrefour retailers across Italy. After seeing the movie, [Philomena FitzGibbon] bought the Rapunzel Barbie doll. Pertaining to Christmas, her parents visited Toys `R' Us in Madrid and bought [Penelope] a filled dragon from the movie, also called Penelope, and Philomena received a Barbie laptop computer. Girls also have a Barbie kitchen collection, a Barbie travel van and a number of other Barbie gadgets and accessories. Complete Text (2028� words)

Copyright Dow Jones & Company Incorporation Apr twenty nine, 2003

For a long time, Barbie plaything sold in Asia looked not the same as their U. S. counterparts. They had Asian facial features, black frizzy hair and Japanese-inspired fashions. After that, about three years ago, Mattel Incorporation. conducted buyer research around the globe and learned something amazing: The original Barbie, with her yellow curly hair and blue eyes, performed as well in Hong Kong mainly because it did in Hollywood. Young ladies didn't care if Barbie didn't seem like them. " It's exactly about fantasies and hair, " says Philip Broegger, general manager of Mattel's Cookware operations. " Blond Barbie sells as well in Asia as in the U. T. " Key toy makers are rethinking one of the standard tenets of their $55 billion dollars global sector -- that children in various countries desire different playthings. The significance are significant for equally kids and companies. During the past, giants just like Mattel, Hasbro Inc. and Lego Co. produced toys and games and gear in a variety of styles. Increasingly, they are developing and promoting one variation world-wide. It has led to several massive merchandise blitzkriegs, with companies deluging boys and girls world wide simultaneously with identical plaything, cars and gadgets. For example , Mattel's Rapunzel Barbie, whose ankle-length golden-haired locks chute down her pink ball gown, was released on the same working day last along with 59 countries including the U. S. -- the company's biggest product release ever. After that, Rapunzel Barbie and related merchandise features generated $200 million in global revenue, nearly half of that beyond the U. S. The girl doll made the top-10 top seller list...


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