Business > CASE STUDY > Case Notes & Answer for Does Mattel's Iconic Barbie Doll Need a Makeover, By Karen Robson, Stefani (All)
Case Notes & Answer for Does Mattel's Iconic Barbie Doll Need a Makeover, By Karen Robson, Stefani
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In 2015, almost 60 years after being introduced to the market, the Barbie doll was one of the world's most iconic toys. However, both the industry landscape and consumer preferences were changing, and ... Barbie was yet again in the spotlight as consumers criticized the toy for providing a narrow and unrealistic vision of how women should look, how they should dress, and the careers they should pursue. Sales and public perception of the doll were both on the downswing. Was there a place for the Barbie doll in 2015, or was this the end of the line for the iconic doll? What could Mattel, the company behind Barbie, do to turn things around? Karen Robson is affiliated with Simon Fraser University. Stefanie Beninger is affiliated with Simon Fraser Univ/Beedie School of Bus. [Show More]
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