The Commerce Times

Barbie still on top

The business of Barbie is booming. Within the past decade she has undergone a breast reduction, has dabbled in over 100 careers, and she looks better than ever. Barbie has been a fashion icon since the day she hit shelves back in 1959.

Her ability to stay appealing after so many years has led to insurmountable success for the company and the brand.

“The secret to Barbie’s success is that she’s always encouraged girls to dream and discover a world without limits,” said Adriana Gut, Barbie Brand Manager, Mattel Canada Inc.

“We put a huge importance on imaginary play and we know it’s a vital part of growing up,” Gut is responsible for the marketing and advertising initiatives that are behind Barbie in Canada.

Gut maintains that Barbie has, and will always be, about encouraging young girls to believe in themselves. “She shows girls that the possibilities are endless.

That’s a message that’s so universal and timeless. It transcends generations and cultures,” she said.

Barbie is intellectual property of Mattel and is one of the few brands that was conceived and built through the company.

The doll was created as a 3-D representation of a fashion illustration and over the years she has gone through many changes. The most noticeable in the last decade have been the decrease in bust size and the increase in waist size. “At any given time in history, she has been a reflection of what has been going on in society, in pop culture and in fashion,” said Gut. “She continuously reinvents herself through her fashion choices.”

Looking back over the years, we can see that the doll has always been an accurate representation of the times. A Barbie museum would be a true example of the cultural trends in history – from 1959 onwards. We can pinpoint the evolution of modern society through the many looks and careers that Barbie has taken on. Like the perfectly tanned Malibu Barbie from 1971 or the neon wearing Barbie and the Rockers from 1986.

Keeping Barbie relevant and appealing is not an easy feat for Mattel. The brand team at the Barbie head offices conducts extensive market research. “They study trends, girls’ play patterns and the interest of girls as time goes on,” said Gut. “In order for Barbie to remain on the pulse of what is current and relevant, the team really pays attention to what girls are interested in.”

Mattel partnered with designers and entrepreneurs to give Barbie new life, once again through clothing, body care, and furniture lines.

With the celebration of her 50th birthday in March of this year, we saw the coming of several incredible new initiatives and collaborations with the brand.

Mattel partnered with designers and entrepreneurs to give Barbie new life, once again through clothing, body care and furniture lines.

“We looked for Canadian collaborations to really bring Barbie to life and allow her to resonate with so many adults that grew up with her over the course of the years,” said Samantha Taylor, licensing manager, Consumer Products Division, Mattel Canada Inc. “There were several collaborations that happened and one of them was with David Dixon.” Taylor oversees the Mattel brands Barbie and Hot Wheels, as well as the Fisher-Price division.

Dixon was one of the partners that really stood out. His debut collection, Barbie by David Dixon, was shown at LG Fashion Week in March and became available at five of The Bay’s flagship stores in September. The collection is currently selling 15 per cent above original expectations. The Spring/Summer collection will be available in 2010.

Past notable brand collaborations include M.A.C. cosmetics’ 2007 Campaign, ‘Barbie Loves M.A.C.’ – a memorable Barbie makeup collection that targeted past Barbie girls to revisit their love of the doll in a more grown up way. The limited edition collection featured an assortment of products for the ultimate Barbie palette.

“Around the world we see collaborations, especially when it comes to fashion because it’s such a core part of Barbie’s DNA,” added Taylor. “She really is a fashion icon.”

Other prominent designer collections include Christian Louboutin, Anna Sui and Patricia Field.

The creation of a single Barbie takes a specialized team of over 100 people including designers, seamstresses, stylists and makeup artists. “Barbie, in terms of the business, mimics what goes on in the fashion industry,” said Gut. Mattel recruits real designers and artists to create the iconic looks of the doll.

The latest additions to the Barbie world are the six new Barbie Fashionistas. These dolls feature 12 points of movement to mimic moves of a real person – something that the brand has never had before.

It is Mattel’s innovative abilities that have allowed Barbie to remain at the forefront of the market and continue her reign as one of the most famous fashion dolls in history.