Decoding Barbie's Modern Business Magic

Photo by John Schnobrich on Unsplash  

Do you ever wonder why Barbie remains a timeless favorite in a world where trends are discarded minutely? What is the reason behind her enduring success? Barbie was first invented in 1959 and ever since then she has remained as a symbol of fashion and imagination amongst kids and adults alike. However, her perfectly coiffed hair and dazzling adventures are not the sole reason behind her global sensation. Beneath the plastic layers of Barbie lies the marketing genius that has propelled her from a simple doll to a global business empire. Below are five tactics to Barbie’s marketing that have made her one of the most recognizable brands in the world:

1. Innovation and Adaptation:

Barbie was created nearly seven decades ago but continues to remain a popular brand as seen in the blockbuster success Barbie Movie. What brands can you name from nearly seven decades ago that still exist with such a strong global presence? Barbie’s continuous evolution throughout the decades is what keeps her relevant. For example, her ability to reflect changing fashion, careers, and societal norms is what keeps her appealing to children and parents. In the business world, it is important to adapt to new customer needs and trends to continue to remain relevant.

2. Diversity and Inclusivity:

It is important for businesses to keep in mind that to connect with a wider range of customers they must focus on maintaining diversity and inclusivity within their brand. In recent years, Barbie has undergone a major transformation. She is now available in various body sizes, skin color, hair, as well as other abilities that reflect and celebrate the differences in humans. Through diversity and inclusivity brands are able to foster a positive brand perception, and contribute to their marketing strategy.

3. Storytelling and Global Brand Narrative:

Barbie’s reach extends worldwide. She’s not just a plastic doll but she has a powerful story for all the different versions of her. She’s not just a fashion icon; she’s a pilot, a doctor, an artist, and more. Not only are her stories empowering but Mattel strategically adapted Barbie to local cultures as they expanded across the globe. This reinforced their commitment to not just selling their brand but selling a story. Storytelling is a key point in growing your business to a global scale. When consumers see that story, they are able to connect on a more personal level rather than merely add to a marketable aspect of the brand.

4. Social Responsibility:

In the last decade or so there has been a push amongst businesses to produce more ethical and sustainable products. Following the trend, Barbie now promotes sustainability and social responsibility. She now comes in eco-friendly packaging and often addresses important environmental issues to bring awareness. Nonetheless, social responsibility is more than just a trend and it is important to remember that brands should always aim to provide sustainable products irregardless.

5. Consumer Engagement:

Online presence is an increasingly important aspect of a brand's marketing. Barbie uses online presence to generate more consumer engagement. This can be seen through the multitudes of apps, games, and movies that exist based on her brand. Consumer engagement plays a crucial role in nurturing strong customer connections! In today’s digital era, it is imperative for businesses to leverage digital platforms to connect with their customers across the world.