Barbie debuted on March 9 1959 at the New York International Toy Fair as Barbie Teenage Fashion Model. Sixty-four years later, the doll continues to be the subject of cultural, sociological and psychological interest. By creating an iconic brand<\/a> with special meaning for fans of all ages (Barbie is marketed to children aged three and older<\/a>), toy company Mattel has successfully extended the lifecycle of the Barbie brand for well over half a century.<\/p>\n Barbie is also a polarising figure. The brand embodies the notion of a \u201cdouble bind<\/a>\u201d, celebrated as an inspirational role model while at the same time blamed<\/a> for creating unrealistic expectations of women, particularly when it comes to how they should look.<\/p>\n But while most toys remain popular for only two or three years, Barbie\u2019s long-term success reflects Mattel\u2019s responsiveness and adaptability to the changing cultural and political discourse in society and around this doll. So how has the company done it?<\/p>\n Research shows<\/a> there are many ways to build and sustain brand characters, but Mattel has used a \u201cmultiply\u201d strategy<\/a> for Barbie. This has involved introducing other characters that play supporting roles in Barbie\u2019s \u201cworld\u201d.<\/p>\n Over the years, these supporting acts were introduced to portray Barbie\u2019s relationship with friends and family. First there was Ken (1961), Barbie\u2019s boyfriend, then her younger sister Skipper (1964), followed by friends including Midge (1963) and Christie (1968), the first black Barbie character.<\/p>\n The storylines and individual characteristics of these additional characters connect to Barbie\u2019s persona and increase brand visibility. Mattel has also used storytelling tactics such as announcing that Barbie and Ken had officially broken up on Valentine\u2019s Day in 2004 (they got back together in 2011<\/a>). Such stories resonate with fans\u2019 emotions<\/a>, sustaining interest in the brand.<\/p>\n These tactics typically work for a while, but how has Mattel sustained true brand longevity<\/a> for this long? There are many strategies designed to revitalise mature brands<\/a>. Mattel successfully extended Barbie\u2019s brand to capture new audiences, drive growth and expand into new types of products beyond dolls.<\/p>\n This is a risky endeavour if the brand is stretched too far. But Barbie\u2019s brand has been successfully extended into other profitable categories such as clothes, accessories, cosmetics and entertainment (music, movies and games). And now, after several computer-animated, direct-to-video and streaming television films, Barbie\u2019s first big budget, live action movie will be released in cinemas in July 2023.<\/p>\n![\"\"](\"http:\/\/thelab.guizable.xyz\/wp-content\/uploads\/2023\/03\/Tai-banner-1.png\")
<\/a>A Barbie girl, in a Barbie world<\/h2>\n