The Economics of Barbie: Marketing the Evolution of an Icon Through the Generations

Abstract

The Barbie Doll is no ordinary toy, but rather, represents a classic American icon. While most toys are popular for two or three years, Barbie has remained relevant for decades. Market analysts attribute Barbie’s long-term success to her responsiveness to evolving styles and adaptability to changing trends in American society. However, not all of Mattel’s marketing campaigns were successful, despite their efforts to follow societal trends. The Barbie product line has engendered controversy since its first release, and the modern renditions are no exceptions. Yet through it all Barbie has survived decades of changes in the experience of childhood.