I found this interesting article today called "Case Study - Barbie." The article describes how Mattel went about marketing the Barbie brand in China. Since the Barbie doll is not a doll that most mother' have grown up with in China, Mattel is using the store as a shopping experience that will actually bring the consumer to a one stop boutique featuring products and services like a spa, a make-up counter and clothing. The article relates that Mattel is using the store almost as an experiment to see what will help them sell more product, i.e. dolls. I thought this was very interesting. I've always thought of Barbie as a doll, not a brand. The more I thought about it, this is an impressive marketing scheme. Actually, I would love to see more Barbie and Mattel branded product than the dolls and I would love to see it in a one stop shop store like Shanghai's store. It would certainly help sell more product! According to the article, this may not be feasible in many markets. What do you think?
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