Frequently Designed New Barbie Dolls Create American Fashion

Constantly designing new clothing for Barbie, Mattel becomes "The fourth largest women's clothing manufacturer in the United States"

A new Barbie is sold every 3 seconds in the world; on average, every American girl has 10 Barbies; almost all of her daughters can name each Barbie from 3 to 10 years old. To help you understand why this character model toy can create more than $1 billion in sales each year and become a symbol of American children's culture.

Use interactive marketing products

The "parents" of the Barbie dolls are not only handicraftsmen who make toys, they are pioneers of the industry. They were the first American companies to consciously systematically transform their company and bid farewell to hands-on entrepreneurs. In the early stages of the company’s growth, they knew how to use the psychology of consumers to promote interactive toys. They not only design a variety of dolls, but also provide dazzling wear for these dolls.

Barbie's dress even became an American fashion. According to the book “Barbie Chronicle” (1999), if the clothes worn by Barbie are counted as real-life costumes, then Mattel is the fourth-largest women’s wear manufacturer in the United States. Company founder Handler and his wife have already seen the doorway. "Once you're obsessed with a Barbie, you'll buy another one. You bought Barbie, and you'll add something new to her. In a long time, She will be attractive."

What the Hander and his wife see is the effect of the interaction between the human and the toy. This enables the child to devote a long time to Barbie's feelings. Of course, the company's income will rise steadily.

Full Barbie leads the trend

Barbie's success is not a good thing. At the beginning, their products have even been spurned.

At the New York Toy Fair in 1959, the Hendersons launched the character model toy "Barbie", which was named after her daughter Barbara's nickname. However, at the time the New York media commented that the toy was simply a "poison" thrown on the show floor. Everyone opposed the overly sexy toy. They think that Barbie's measurements are obviously much more magical than the 39-21-33 used in this industry.

The Handrlers were very disappointed with this, but later facts proved that the busty "Barbie" still won the hearts of countless girls. In fact, even the self-proclaimed and open Americans need a certain amount of time to accept new trends.

Later, those crazy Barbie fans rushed to buy Barbie dolls for $3 regardless of family opposition. Barbie soon became a very popular toy.

Stock market investors also followed suit. In 1960, the company was listed on the United States and Thailand, and the stock price was set at US$10 per share. In a short span of 10 years, the company’s operations have undergone enormous changes. In the year of listing, Mattel’s revenue was only 18.3 million U.S. dollars, and by the time of the peak in 1970, its net profit had reached 17.4 million U.S. dollars, and the stock price had also risen from 10 U.S. dollars per share to 522.5 U.S. dollars per share.

Focus on protecting commercial secrets

Mattel, where Barbie is based, has always focused on improving the technical content of toys and protecting trade secrets. This is related to their previous lessons.

Mattel's Uke-A-Doodle, a Ukulele Umbrella earlier introduced by the company, participated in the New York Toy Fair in 1947. However, due to lack of confidentiality, Mattel’s competitors launched a large number of imitations.

In the following year, the United States and Thailand learned lessons, and even a small piano they produced had a raised black keyboard. This gave the United States and Thailand a patent, and the plagiarists could only hope to hear the "qin." Emphasizing that the industrialization of toy companies is also continuing with the United States and Thailand, which made them soon surpass their predecessors.

Thirty years later, when The New York Times again referred to the Haddlers, they said: “Eliot is a 'creative' talent, and Ruth is a natural 'marketing management' expert.” It is this business The combination with art created a myth that belongs to Barbie.