Barbie the American Girl Goes Global

3147 Words13 Pages
Barbie Mattel experienced market entry problems in several international markets. Will cultural differences result in failure for Mattel as the company faces new competitors in regional markets? How could Mattel have overcome the regional issues? What were the competitive issues? What is the current status? How can Mattel and Barbie achieve greater success in each international market? 1. Answer the above questions regarding history, cultural differences, current status and recommended strategies for Mattel/Barbie in Japan? BARBIE BRIEF HISTORY Barbie doll is the most famous and sold toy around the world. It debuted on March 9, 1959 at the American International Toy Fair. Barbie was first idea by Ruth Handler wife of Elliot Handler co-founder of Mattel. In the 50s, Ruth Handler noticed that her daughter (Barbara) preferred playing with dolls adult characteristics, rather than the infant. In those times, most of the dolls that were manufactured were childish. Realizing the business potential, decided intending her husband and co-founder of Mattel. In this time the idea was not well received by the director of Mattel. Elliot Handler (husband of Ruth) discovered a doll named Lilli during a trip to Germany. A doll inspired by an adult. It was a sociable woman who knew what she wanted. The doll was first sold to men. After they sold for girls, due to its popularity. The girls enjoyed dressing her and changing her clothes. Lilli became so popular that crossed the German border reaching the United States. When this happened, Mattel having earlier rejected the idea of Ruth Handler bought the rights to Lilli. He was given a makeover, a new body and a new name, "Barbie" in honor of Handler’s daughter (Barbara). This is how Barbie born in March 9, 1959. Keeping that date as the
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