Top Story


Home >> Marketing >> Article

Mattel toys launches Barbie concept store

Font Size   16
Mattel toys launches Barbie concept store

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.”


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular