| Description |
1 DVD (30 min.) : sound, color ; 1/2 in. |
| Physical Medium |
1/2 in. |
|
polychrome |
| Description |
analog |
|
magnetic |
|
VHS |
| Series |
BBC learning
|
|
Case studies from the multinational marketplace
|
|
Learning.
|
|
Case studies from the multinational marketplace.
|
| System Details |
VHS. |
| Summary |
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. |
| Credits |
Producer/director, Stephen McQuillan. |
| Performer |
Narrator, Rajan Datar. |
| Subject |
Mattel, Inc. Barbie Doll Division.
|
|
Mattel, Inc. Barbie Doll Division. |
|
Marketing -- Case studies.
|
|
Marketing -- Case studies. |
|
Toys -- Marketing.
|
|
Toys -- Marketing. |
|
Toys. |
|
Child consumers.
|
|
Child consumers. |
|
Barbie dolls.
|
|
Barbie dolls. |
|
Marketing. |
| Genre/Form |
Case studies.
|
|
Video recordings.
|
|
Video recordings.
|
|
Case studies.
|
| Added Author |
McQuillan, Stephen.
|
|
Datar, Rajan.
|
|
British Broadcasting Corporation.
|
|
Films for the Humanities & Sciences (Firm)
|
| Cover Title |
Barbie's midlife crisis : mighty Mattel fights back |
| Music No. |
34653 Films for the Humanities & Sciences |
|
