Barbie Wins Bratz But What's Next

December 4, 2008

Well, it looks like Barbie may have some sisters. It appears that Mattel has won its case and, providing the court’s ruling holds up, has got a lock on Bratz. The question will be what Mattel can do with the property.

On paper it is a great pick up. Barbie, as I have said before, is iconically Caucasian. This makes for a tougher sell in a US and world whose markets are becoming more dominated by consumers of color. Bratz with its racial ambiguity allows Mattel to potentially appeal to those in the Hispanic, Asian and African-American markets who want dolls that look how they look.

The question will be, however, whether the rapidly declining Bratz sales are an indication of permanent decline in the brand’s value or a temporary decline due to MGA’s faltering marketing of the product. You can’t fault MGA for taking their eye off the ball. Its tough to stay focused on your business when you are constantly in court and it is questionable whether it is wise to put a lot of money behind a brand when you know you might lose it to your adversary.

Mattel has scored a big win. What they do with it will be of interest to everyone in the toy business.

Posted by Richard Gottlieb on December 4, 2008 | Comments (3)

December 8, 2008

In response to: Barbie Wins Bratz But What's Next
Tiggy commented:

IF the researchers in this example had written books and were trying to sell them then "da toy makers" response would make a good point. "Tarnished forever" was not language that anyone has used...except for "da toy maker". The research puts girls who play with theses dolls at a higher risk for eating disorders, low income futures and other associated effects of being introduced to age inappropriate ideas (including abusive relationships). This is not to say the ideas themselves are inappropriate but that good parenting dictates that certain ages (read 8 to 12 years)are too young developmentally to be exposed. Another link was made putting these kids (girls) at higher risk to be a low income single parents. That of course might create an economic burden for other people who pay taxes. Just think about it. Maybe Mr. Gottlieb would like to dig into this?

December 5, 2008

In response to: Barbie Wins Bratz But What's Next
da Toy Maker commented:

I think the idea that a girl will be tarnished forever by playing with a Barbie or Bratz doll as Tiggy suggest's is absurd. Psych's and researchers want to justify their books and hoopla to those that will listen just as much as Mattel &

December 5, 2008

In response to: Barbie Wins Bratz But What's Next
Tiggy commented:

Awesome, Barbie is a great pick up - Freudian slip or Richard Gottlieb alluding to the obvious? Both of these products have no place in the hands of children. There is solid research linking both dolls to seriously harmful effects on young girls. The toy industry has an interest in seeing these products stick around because they are cash cows. Why is Richard Gottlieb not taking the side of kids here? Why promote products that psychologists and child development researchers insist are dangerous to children? Any toy that serves to introduce children to age inappropriate ideas should be denounced by Gottlieb and Playthings Magazine but as usual Mr. Gottlieb behaves as the lapdog of money and industry. Go to the APA website and read the report on Bratz and Barbie. Decide for yourself and think about the reporting the blogger isn’