Mattel toys, toy company and makers of Barbie dolls, are extending their presence from only toys to other categories. Getting in the brand expansion mode, the company has recently launched a range, making Barbie a life-style brand. Targeting the 3-10-year-old girls, the new product line includes dolls, apparels, back to school stationary, school bags and other fashion accessories.
Following the international examples of the UK and the US, the company has launched a Barbie Concept Store in India. Commenting on the objective of this launch, Sanjay Luthra, MD, Mattel Toys, explains that the launch is a step to make the brand’s presence stronger in the country.
Explaining more about the brand’s initiative to achieve this, Luthra explains, “We first created animated movies, branding them with Barbie. We launched them globally with Cartoon Network. The objective of presenting Barbie in that manner was for it to communicate to our TG. That makes it a part of their lives. Then we launched the range of dolls and all the other products by way of this concept store.”
Why the concept store? “We saw a huge opportunity in this,” responds Luthra, adding: “Not only does this establish the brand better but it also is a good business proposition.”
However, why hasn’t the company looked at carrying out similar initiatives with its other brands like Fisher Price and Hot Wheels? Luthra explains, “Barbie is the strongest brand. It has 98 per cent brand awareness. So we have begun with this but we are surely going to extend this to the other brands as well.”