Mattel expands its horizon by introducing gender-neutral Barbie dolls / Shreshthi Mehta.

Format:

Book

Author/Creator:

Mehta, Shreshthi, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Mattel, Inc--Case studies.

Mattel, Inc.

Barbie dolls--Case studies.

Barbie dolls.

Cultural pluralism--Case studies.

Cultural pluralism.

Corporations--Growth--Case studies.

Corporations.

Gender nonconformity--Case studies.

Gender nonconformity.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2024.

Summary:

Mattel, the toy manufacturing company, is the maker of Barbie dolls. In 2022, the company modeled a new doll inspired by Laverne Cox, a famous transgender personality. It was the first time that Mattel had modeled a Barbie doll after a trans person. This case examines how the sales of Barbie had declined significantly between 2015 and 2017. Following the drop, Mattel reevaluated its product offering and determined that it needed to change its strategy by introducing dolls of a newer type of body image and personality, which were more relatable with the expectations of its current audience. The case discusses the need for Mattel to constantly review its business model and make necessary changes by portraying diversity in its Barbie product line to remain competitive in response to the changing business environment. How will Mattel's newest strategy boost its bottom line? Students are asked to analyze the importance of diversity awareness and to evaluate what steps a company needs to undertake to create a sustainable culture.

Notes:

Description based on XML content.

ISBN:

1-0719-2376-5

9781071923764

OCLC:

1417358630