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. Original BBCW broadcast title: Barbie’s Midlife Crisis.

William Paterson University of New Jersey Collection

Barbie (Fictitious character), Target marketing., International business enterprises

McQuillan, Stephen (Producer), Igglesden, Rosey (Editor), Gregory, Mark (Producer), Edwards, Clive (Editor), Datar, Rajan (Narrator), Films for the Humanities & Sciences (Firm) (Distributor), Films Media Group, British Broadcasting Corporation

00:00:44 (HH:MM:SS)

English

Higher education

Name	Films Media Group (Firm)
Role	Publisher
Telephone	800-257-5126
Address	200 Metro Blvd. Suite 124 Hamilton, NJ 08619
Email	[email protected]

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