In mainland China, Mattel*** has five branches in Shenzhen, Dongguan and Foshan. Mattel Toys Technical Consulting (Shenzhen) Co., Ltd. was established in 2000 and is located in Henggang Town, Shenzhen.
Mattel's slogan is: "Barbie is not just a toy, but a fashion and a lifestyle."
Barbie is the world's best-selling and most popular doll for little girls, with a staggering record of two Barbies sold every second. So far, more than 1 billion Barbie dolls have been sold out in 150 countries around the world. 3-year-old to 14-year-old American girls, on average, each with 10 Barbie dolls, Italy and the United Kingdom girls have an average of 7, France, Germany, 5 girls, and the Asian region of Hong Kong, the little girls have an average of 3 Barbie each. Barbie has become a cultural and political symbol. Last year, Barbie's sales amounted to 1.6 billion U.S. dollars. The aura of the "Barbie" toy brand has been extended to cell phones. Mattel Toys hopes its new toy-themed phones will capture the market for girls under 14 and recreate the glory of Barbie.
In a densely populated metropolis like New York, cell phone stores are everywhere, five steps forward and 10 steps back. The entire U.S. cell phone market is also saturated. Several major wireless communication companies in this cruel arena of advertising, "eight immortal over the sea, each show their skills": AT&T sponsorship of the hottest program "American Idol", so that the crazy listeners with their cell phones to their own respected idol! cast a vote; T-Mobile has a "Welsh diamond" reputation of Catherine Zeta-Jones as a spokesman, coquettishly, looking around to tell you a variety of wonderful use of cell phones; cell phone market newcomer Cingular is seized by the cell phone users care about the phone bill, will be rationed time to extend the time can be put to the unused time from one month to the next.
It seems like this kind of marketing campaign should be able to hit every man, woman and child, but there's one bulwark these wireless companies have been unable to break: the hearts and minds of the younger generation. No matter how hard they try and how much they spend on advertising, they seem to have little success in capturing their attention and loyalty, and risk pushing them away from themselves. This group of young people have a strong "peer pressure", once some opinion leaders to pass a message, they will involuntarily follow. Mattel Toys, one of the world's largest toy manufacturers and owner of the famous "Barbie" toy brand, will soon begin rolling out prepaid Barbie phones for the under-14 girl market, an extension of Barbie's "My Advocate" brand. The "My Advocate" Barbie signature line has a strong modern flavor - featuring three older girls, Barbie (Barbie), Madison and Chelsea, in their clothing, daily routines, leisure activities or socializing. Their outfits, daily necessities, leisure activities and friendships are all indicative of fashionable urban life, so the products are also styled to reflect real life from their appearance to their packaging.
Barbie is the world's best-selling and most popular doll for little girls, with an amazing record of two Barbies sold every second. So far, there have been more than 1 billion Barbie dolls in 150 countries around the world was sold out. 3 years old to 14 years old American girls, an average of 10 Barbie per person, Italy and the United Kingdom girls have an average of 7, France, Germany, 5 girls, and the Asian region of Hong Kong, the little girls have an average of 3 Barbie per person. Barbie has become a cultural and political symbol. Last year, Barbie sales amounted to $1.6 billion a year.
The Barbie brand has expanded to 30 different products. There are Barbie-branded pillows, Barbie-branded quilts, Barbie wallpaper and more. Mattel hopes the new Barbie phone will capitalize on the aura of Barbie's success and quickly catch the eye of girls under 14.
The new Barbie phone is no longer just a toy, but a real phone. The Barbie-branded phone will make its debut in April, after which it will be sold in every store that carries Barbie. Many national stores like Target (TGT), Walmart, and Toys R Us won't have it on their shelves until July. By then, the Barbie phone will also be used by the lead actress in a Hollywood comedy film being released at the same time.
The Barbie phone's introduction to the market marks an expansion of Mattel's Barbie toy market results, a market that Mattel and software and content provider Single Touch Interactive will **** together into to sell the phone. "It definitely transcends the mere definition of a toy, and it's going to be as much of an influence among girls as Barbie was back in the day." Mattel's CEO put it this way.
In 2003, Mattel toy distributors sold 300-minute prepaid phones to buyers of Barbie's "My Advocate" line, and more than 40,000 of the phones sold out in a month. The success of this program went a long way toward building Mattel's confidence in launching the Barbie phone.
At the American International Toy Fair in New York on Feb. 17, the Barbie phone was unveiled in Mattel's latest digital cartoon, which, when connected to an external entertainment system, allows kids to make their own mini-movies away from video. One thing's for sure, Mattel isn't the first company to major on telephones to young people. In recent years, many wireless service providers, like Virgin Group, which started in Britain, and Boost Mobile, based on the U.S. West Coast, have successfully sold prepaid phones to customers in the 18- to 30-year-old age group, but Barbie Phones is the first to target a customer base of girls under the adolescent age of 14.
Mattel and Single Touch dressed up the phone as a parenting tool. Moms and dads can buy prepaid airtime for their kids online. Parents can also visit a "My Advocacy" Web site to list the things they want their kids to do that month, and then decide whether to buy airtime for their kids based on their behavior, which can include tidying up their rooms, doing homework or not fighting with their siblings.
The Barbie Phone, which is marketed at $49.95, has three different faceplates so girls can dress their phones in leopard skin to match their purses, as well as nine different wallpapers and three completely different ringtones. Children and parents can purchase additional panels and ringtones online through the My Advocate website, which is customized to the needs and imagination of the customer. Barbie was born in the United States after World War II. Ruth Handler (1916 - 2002), the founder of Mattel, saw her daughter playing with the popular paper dolls and changing their clothes and purses with great interest, so she thought she should design a three-dimensional doll. While on vacation in Germany, Ruth accidentally found the 11.5-inch tall, 39-18-33 German doll "Lilly". It was this doll that inspired Ruth, and when she returned to the U.S., Ruth immediately remodeled Lilly's image to make her look like Marilyn Monroe (Marilyn Monroe) in general, sexy and charming.
March 9, 1959, the world's first blonde beauty doll was officially launched, Ruth with her youngest daughter Barbara's name to her, from this blonde beauty is called "Barbie". 42 years, Barbie has always maintained a youthful, bright image, curvy, glowing. Mattel company to launch an average of 90 sets of Barbie dolls each year, in order to make Barbie more humane, Mattel designed specifically for her friends, family, and a boyfriend named Kenny; Barbie engaged in a variety of occupations, she has been a star, teachers, engineers, and even veterinarians; and the most fascinating to the children is that Barbie has countless beautiful clothes.
Barbie is the world's best-selling and most popular doll for little girls, with a staggering record of two Barbies sold every second. So far, more than 1 billion Barbie dolls have been sold out in 150 countries around the world. 3 years old to 11 years old American girls, an average of 10 Barbie per person, Italy and the United Kingdom girls have an average of 7, France, Germany, 5 girls, and the Asian region of Hong Kong, little girls also have an average of 3 Barbie per person. Barbie has become a cultural and political symbol.
Barbie was chosen by "Interbrand" as the most valuable toy brand, worth up to 2 billion dollars, brand value is only slightly lower than the Wall Street Journal, but also higher than Starbucks, Armani, Pampers, Fawn and Siemens and other brands.
The image of Barbie has been controversial in the past, for example, many people believe she is a parochial representative of the image of a woman as a woman with slightly parted lips, large breasts and a snake's waist. There are also many people who see Barbie as another representative of capitalist power, in addition to Coca-Cola and McDonald's (because there are many Barbies who appear in luxurious and profligate styles, wearing gold and silver).
Despite this, the forces of opposition on all sides were unable to stop the plastic beauty who was forever on her tiptoes ready to put on her high heels. Her image and influence continue to rise more and more positively over time. Christopher Varaste, author of the book "The Face of the American Dream", described Barbie as more than just a toy, but as a representative of American women's independence, autonomy and self-expression.
In many universities in the United States, "Barbieology" can even become a specialized class, through the Barbie phenomenon to explore the psychology of women, their roles, the relationship between men and women, as well as women's interaction with society and other issues. Perhaps the greatest recognition came earlier this year, when the U.S. government placed Barbie in a time capsule buried in honor of women's health care as a representation of women.
Each year Mattel Toys produces about 150 Barbie dolls, 120 of which are new looks that, in addition to following fashion trends, more importantly evolve with the evolving female roles of the times.There was the hippie Barbie in an anti-war bandana in the '70s, in addition to roles such as Barbie the female astronaut, Barbie the aerobics instructor, the aviator, the rapper, the presidential candidate, and even a female bodyguard Barbie. On April 27, 2002, Ruth Handler, the creator of "Barbie", died at the age of 85 after a long illness.For more than 40 years, her success story has been tightly linked to "Barbie", and the "Barbie" dolls she created have become the most famous dolls in the world. "The Barbie image she created has become so popular that it has become an icon of American culture.
Born in Denver, the youngest of Polish immigrant parents, Ruth Handler moved to Southern California at the age of 19 and soon married her high school boyfriend.
In the mid-1940s, Ruth Handler and her husband started a company specializing in wooden picture frames, with him designing the shapes and her marketing them. 1945 saw the couple team up with a friend, Mattel, to start a toy company, Mattel. Mattel.
In those days, children's toys were dolls. One day, Ruth Handler suddenly saw her daughter Barbara was playing with a little boy cutout dolls, these cutout dolls are not the kind of baby babies that were common at the time, but a teenager, with their own occupations and identities, so that her daughter was very fascinated. "Why not a more mature doll?" Inspiration burst into Handler's mind.
The road to realizing that inspiration was arduous. The doll she designed was first called "Lilly," and was introduced in 1955 by a German toy company she had bought. But "Lilly" was dressed as a slutty, sexy, wild woman, not an "innocent, beautiful doll," which was far from what Ruth Handler had in mind.
At Ruth Handler's insistence, Mattel finally accepted her idea and began work on the design, releasing and patenting the Barbie doll in 1958.
In 1959, "Barbie" participated in the New York Toy Fair, and that year became a turning point in her "life". Everyone was attracted to her: perfect body, "39, 18, 33" circumference, blonde hair, fresh appearance, and several drawers of beautiful clothes. No one had ever seen a toy like this before, and if this was a real person, what charm she would have!
"Barbie" shocked the world, and the world got to know Ruth Handler.
For Ruth Handler, "Barbie" was like a family member, because the name was borrowed from her daughter Barbara. Not only that, but Ruth Handler also gave "Barbie" a boyfriend, "Ken," after her youngest son.
Whenever she calls out these names, Ruth Handler feels very close to them, because she and the Barbie family have become one.