Promotion And Price Analysis

This is for all the little girls out there! What's pink and pretty, frilly and fun? A little girls' dream that's just begun! It all starts with Mattel's Barbie. Barbie entered the U.S. market in 1959. During a trip to Europe, a German doll called Ð''Lilli' was purchased for a little girl named Barbara, daughter of Ruth and Elliot Handler. The doll was originally a quasi-pornographic toy for men, unbeknown to Ruth Handler of course. The doll was brought back to the United States, redesigned, and later marketed as Ð''Barbie' a doll for young girls. Ð''Barbie' is named after Barbara, Ruth and Elliot Handlers' daughter, and is currently dominating the young girls' toy market. Ninety-nine percent of all girls between the ages of three and ten in the U.S. own at least one Barbie, with the average girl owning eight (Brief, 2005).

Barbie promotions run through a plethora of channels, her primary areas though are television, internet, print ads, and point of purchase. Barbie is displayed as an icon, carrying her weight as a symbolic image such that people perceive her to be the image of a real woman. Granted if Barbie were human, she would stand 5 feet 6 inches tall, weigh 110 pounds, and have a 39 inch bust, 18 inch waist and 33 inch hips (Barbie, 2005). This, of course, is improbable; women could certainly not have this body shape. Regardless, Barbie represents the ultimate image of femininity and a symbol of women.

By playing Ð''Barbie', young girls can learn early-on what it means to be a girl in a world where women are objects of consumerism. She has it all: a cool car, an expansive wardrobe for every occasion, tons of friends, and of course, she is the prettiest girl among all others. Barbie advertisements project an image to little girls, mostly targeting girls ages three through

eleven, that possibilities are endless. They (little girls) can do anything and become anyone they desire. With all of Barbie's many attributes, she can be anything from an Olympic athlete to a Doctor, to a Scientist. Barbie can even be president! Wow, think of the endless dreams this instills in little girls' minds!

In one of Mattel's campaigns, a television commercial, the focus is to sell Barbie as more than just a pretty face. The "Be Anything" Barbie campaign focuses on girls as sports players, computer engineers, and business professionals. The primary focus is on the little girls, not necessarily the dolls. The impression imprinted into the hearts of little girls everywhere only boosts the Barbie sales for Mattel. The commercial is an obvious assorted collection of young girls broadcasting ambitions to be Ð''Olympic champions' or to Ð''rule the world' (Kim, 1999).

Speaking of Ð''ruling the world', on August 12, 2004, Barbie launched her new campaign for presidency in print. The platform incorporates three primary messages relevant to girls; create world peace, help the homeless, and take care of animals. The campaign encourages girls to speak out and identify what is important to them. "Barbie is the ultimate ambassador for girls and this bid for the presidency reinforces the idea that it is never too soon to get involved and have your voice heard", says Russell Arons, Vice President of Marketing at Mattel (Wikipedia, 2005).

The ad portrays the message that, like Barbie, young girls can build wide-ranging backgrounds and experiences, making them an ideal candidate for presidency. Occupations could include serving their country in the military, acting as a UNICEF ambassador, and/or becoming a teacher. The obvious message here is for young girls to become well-educated, well-rounded, and motivated. It allows girls to dream big, such that they can aspire to the premier levels of leadership, including presidency (Wikipedia, 2005).

Since Barbie is considered one of the single most successful toy products in the history of toys, she and her counterparts can be found in every Toy store, Wal-Mart and Walgreen type stores, clothing stores, and yes, even grocery stores. Her point of purchase positioning is endless. Barbie can be found in products such as; video games, personal computers, clothing, shoes, and accessories, amongst many others. Barbie is also in the movies, such as her guest appearance in the Toy Story 2, her starring roles in Barbie's Nutcracker, The Princess and the Pauper, and Rapunzel Barbie, all of which encompass her product lines as well.

Just when you thought Barbie could not possibly show up anywhere elseÐ'....she has her own website! Barbie's website, www.Barbie.com is cool, hip, and fun. Little girls can use their imaginations, learn, and have fun all on the internet. Mattel's ingenious use of this website to advertise Barbie reaches little girls across America. Girls can watch Barbie videos, decorate their own studios, accessorize, and shop, just to name a few of the websites offerings.

The website also features a clothing