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Barbie's mid-life crisis

200430 minutesEnglishcolorJump to full details

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Alternate title:Barbie's midlife crisis : mighty Mattel fights back
Summary:At 44, Barbie had been the queen of fashion dolls for generations of children. But her sales and profits began to slip as she was forced to fend off attacks from enemies both new and old: the fashion-conscious Bratz pack and Sindy, a former rival that may yet prove to be her nemesis. After providing Barbie's history and some background on competitors, this program focuses on Mattel's strategy, which includes giving traditional Barbie a makeover, dumping Ken, and unleashing My Scene Barbie on the Bratz-all to capture the potent new KGOY (kids growing older younger) market.
Contributor:McQuillan, Stephen
Datar, Rajan
Provider:BBC Education & Training
Films for the Humanities & Sciences (Firm)
Place of origin – Continent:Europe
North America
Place of origin – Country:United Kingdom of Great Britain and Northern Ireland
United States of America
Place of origin – Region:New Jersey
Place of origin – Settlement:London
Topical subjects:Doll industry
Barbie dolls
Character dolls -- Marketing
Fashion dolls -- Marketing
Target marketing
Marketing -- Case studies
Child consumers
Mattel, Inc. Barbie Doll Division
Genre:Documentary television programs
Credits:BBC Education & Training. Narrator, Rajan Datar. Film editor, Rosey Igglesden ; series producer, Mark Gregory ; series editor, Clive Edwards.
Repository:Nonprint Media Services
Browse terms:Economics, Business, Commerce, Labor
Films@UM Browse terms:Economics, Business, Commerce, Labor
Access restricted to patrons at the University of Maryland.