Barbie vs Bratz: Competition in the Tween Girl Market



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Code : COM0006

Year :
2003

Industry : Toys

Region : USA

Teaching Note:Available

Structured Assignment :Available

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Abstract: Barbie, introduced by toymaker Mattel in 1959, has been the most popular fashion doll ever created. Barbie fascinated generations of little girls and Mattel has sold over a billion Barbies since its inception.

However, its undisputed leadership in the fashion doll market has been facing a challenge since January 2002 from Bratz, a rival fashion doll from MGA Entertainment.

MGA Entertainment successfully marketed its Bratz to the tween girls, a marketing niche that Mattel has been struggling for years to target. The continued success of Bratz has been sending shockwaves through Mattel.

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Pedagogical Objectives:

  • To discuss the challenge for Barbie from Bratz, in the tween segment
  • To discuss if Barbie can ward off the Bratz challenge and remain relevant to the tween girl market.

    Keywords : Barbie; Bratz; Tween; Mattel; US toy industry; Fashion dolls; MGA Entertainment; NPD Group; Competitive Strategies Case Study; Best-selling toys; Barbie Rapunzel; Robert A Eckert; Isaac Larian; Age compression; My Scene Barbie; Flavas

    Contents :
    The US Toy Industry
    Mattel
    The Bratz Challange


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