Remodelling Barbie: how Mattel revived an ailing global brand
Barbie was a brand in trouble, falling out of step with social norms and unable to re-engage with its target market. BBDO San Francisco boss Jim Lesser explains how the brand was able to model a new approach and return to the hearts of young girls (and their mothers) globally.
“This is a story of a fall from grace,” Jim Lesser, CEO of BBDO San Francisco tells a room full of marketers. “Our lead character had it all, she was on top.
“She had fame, she had fortune, she had a pink convertible and a house in Malibu. People adored her but then Barbie started to slip and soon she had one or two ‘oops’ moments and as a result fell pretty hard.”
For decades Barbie has been one of the world’s most iconic kid’s brands, but missteps by maker Mattel and changing social attitudes meant the beloved doll had become very far from the most popular toy in the playground.
The fall: what happens when you have a couple of ‘oops’ moments
Really great case study, Nic. Thanks
Great piece indeed. Good luck Barbie, we still like you.
This bit gave me a grin: Lesser noted that key to the success of the campaign and strategy was that they were transparent on the budget and provided access to the senior leadership of Mattel, including the president of the company, Richard Dickson.
Looking at that share price plummet from Jan to Oct- that was one CEO about to lose a company within a year. Where else does he need to be, other than in strategy meeting ?
Great read Nic!!
Terrific read; thank you.
Great read. I loved Barbies as a kid and I never felt that the doll provided an unattainable figure or look. I just loved playing with her and in the 1980s there were some cool Barbies! My daughters both love Barbies too and they are excited that she will be coming in different shapes and sizes now.
Hey Nick, it’s articles like this that make me come back for more Mumbrella. Great read and analysis. Well done.
And good to see Mattel finally do something to the sacred cow before it died of old age.