Barbie Shanghai "Pink Holy Land"
A year ago, Mattel (Mattel) involved with the millions of Chinese-made toys related to product safety recall; year later, its most important brands in the remodeling process, the world's largest toy manufacturers to China became the focus.
See Barbie (Barbie) market share and HannahMontana Bratz dolls continue to be younger rivals such as erosion, the United States and Thailand will use the Barbie doll's 50th anniversary, through large-scale events around the globe, reshaping the brand Barbie, the first will be 36,000 square feet of Shanghai flagship store opening experimental.
Shop will be all pink Barbie sacred items, and try to expand the attractiveness of Tai Barbie girls and their mothers.
Visitors will be able to eat Barbie cafe, or visit the Barbie Spa. The United States and Thailand will also strive to enhance the fashion appeal of Barbie, girls can design their own Barbie store clothing and fashion show. Mattel, with top women's designer VeraWang signed an agreement to sell one in Shanghai which was inspired by Barbie, worth 10,000 U.S. dollars of the wedding.
General Manager Richard Barbie? Dixon (RichardDickson) said the company location Shanghai quite profound meaning. He said: "Where are all popular Barbie, but in Shanghai, where her mother who was full of enthusiasm. A generation of Chinese women living in very different, they have not the chance to be Barbie or other Western toys."
The United States and Thailand over the past year have not fared well in China, have to deal with product safety recall side effects, the final design for a number of product defects to assume the full responsibility, and to "apologize to the Chinese people."
However, the group recovered well this year, dealing with the crisis of the recall also earned acclaim.
Dixon said that the theme of next year, will completely focus on Barbie. Barbie generate three billion U.S. dollars annually in sales, but recently, the impact of new competitors, the Barbie brand's sales momentum has slowed down.
Mattel Barbie gives a more modern appearance and a series of fashion apparel, and undertaking a new marketing campaign, Dixon described the activities as "vulgar, funny, cool." Even long-term submissive Barbie, the total wear denim boyfriend Ken (Ken), has done a beauty, with his new haircut.
Dixon said: "I have been most unhappy thing is not cool Barbie look. We have an ambitious, literate brand connotation, so she has to look cool."
"I'm not shy to say, but the essence of the brand is about fashion, but we have not as fashionable and cultural past connotations. The good news is that the world is still our favorite girls here, so we are returning to traditional . "
Barbie and the large number of products on the responsibility of the past, different departments often assessed by Mattel, the company reorganized its business is currently developed by the Dixon is responsible for all aspects of Barbie. "Clearly, to manage a more than 3 billion U.S. dollars worth of brand, must be a voice command."
For big girls and adult women, the group also launched a new sunglasses and cosmetics products. The United States and Thailand will participate in next year's New York Fashion Week, Barbie will be the co-sponsor. The group also with the United States Fashion Designers Association (CouncilforFashionDesignersofAmerica) signed a three-year agreement. Dixon said it would be "a fashion event."
He added that the new Barbie will restore the status of the brand in the fashion world, which means that it can better withstand the threat from the younger competitors.
"We must have confidence in ourselves … … that will protect our future from the threat of competition."
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