Barbie's Success Story

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG057 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 17 Pages
Period : 1950-2003
Pub Date : 2003
Teaching Note : Available
Organization : Mattel Co
Industry : Toys
Countries : USA


The case examines the evolution of the Barbie doll over the years from its launch in 1959. It explores the product development strategies adopted by Mattel for Barbie and the reasons for the success of Barbie.

The case also explores changes in Barbie's image along with the changes in American society. The criticism leveled against Barbie by feminists has also been described.

The case also examines the challenges that Barbie could face in the future with the launch of Disney Princess.


• Gain insights into the challenges faced by traditional playthings, such as dolls, in the Internet age.


  Page No.
Barbie - The Icon of Amercian Culture 1
Making of Barbie 2
Building Up An Image 4
Barbie's Changing Image 5
Overhauling The Image 7
Barbie's Competitor 8
Exhibits 10


Evolution, Barbie doll, years, 1959, product development, Mattel, Barbie, Barbie, image, American society, feminists, Disney Princess

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