In mainland China, Mattel*** has five branches in Shenzhen, Dongguan and Foshan. Mattel Toys Technical Consulting (Shenzhen) Co., Ltd. was established in 2000 and is located in Henggang Town, Shenzhen City.
Mattel's slogan is: "Barbie is not just a toy, but a fashion and a way of life."
Barbie is the world's best-selling, The most popular doll for little girls, Barbie once had an astonishing record of two sold every second. To date, more than 1 billion Barbie dolls have been sold in 150 countries around the world. American girls aged 3 to 14 own an average of 10 Barbie dolls each, Italian and British girls own an average of 7, French and German girls own 5, and in Asia, little girls in Hong Kong also own an average of 3. Barbie. Barbie has become a cultural and political symbol. Last year, Barbie's sales reached $1.6 billion. The aura of the "Barbie" toy brand has been extended to the field of mobile phones. Mattel toy company hopes its new toy-themed phone can capture the market of girls under 14 years old and recreate the glory of Barbie.
In a densely populated metropolis like New York, mobile phone stores are everywhere. The entire US mobile phone market is also in a saturated state. Several major wireless communication companies advertised in this cruel arena, "Eight Immortals crossing the sea, each showing his magical powers": AT & T sponsored the most popular show "American Idol", allowing crazy listeners to use their mobile phones to Cast a vote for the idol you admire; T-Mobile uses Catherine Zeta-Jones, known as the "Welsh Diamond", as its spokesperson. She has a sweet smile and tells you the wonderful uses of mobile phones; Cingular, a new star in the market, has captured the concern of mobile phone users about conversation fees and expanded the quantitative time to extend the unused time of the current month to the next month.
Such a marketing campaign seems to be able to capture all men, women, old and young. However, these wireless communication companies have been unable to break through one fortress: the hearts of the younger generation. No matter how hard you rack your brains and invest a lot of advertising money, it seems to have little effect. It can neither capture their attention nor their loyalty. On the contrary, it may push them away from you. This group of young people has strong "peer pressure". Once certain opinion leaders convey a message, they will involuntarily follow it. Mattel Toys, one of the world's largest toy manufacturers and owners of the famous toy brand "Barbie", will soon begin launching prepaid Barbie phones for girls under the age of 14 under the Barbie "My Claim" brand an extension below. The "My Claim" Barbie series has a strong modern flavor - the protagonists are three big girls, namely Barbie, Madison and Chelsea. Their clothing, daily life Supplies, leisure activities or friendships all show the fashionable urban life, so the products also show the style of real life from appearance to packaging.
Barbie is the best-selling and most popular doll for little girls in the world. It once had an astonishing record of two Barbies being sold every second. To date, more than 1 billion Barbie dolls have been sold in 150 countries around the world. American girls aged 3 to 14 own an average of 10 Barbie dolls each, Italian and British girls own an average of 7, French and German girls own 5, and in Asia, little girls in Hong Kong also own an average of 3. Barbie. Barbie has become a cultural and political symbol. Last year, Barbie's sales reached $1.6 billion.
The Barbie brand has expanded to 30 different products. There are Barbie brand pillows, Barbie brand quilts, Barbie wallpaper, etc. Mattel hopes the new Barbie phone will capitalize on Barbie's success and quickly attract the attention of girls under 14.
The new Barbie phone is no longer just a toy, but a real phone.
The Barbie-branded phone will debut in April and will be available in every store that sells Barbie. Many major national stores such as Target (TGT), Walmart and Toys R Us will not be able to put the product on their shelves until July. By then, in a Hollywood comedy released at the same time, the heroine will also use this Barbie phone.
The launch of the Barbie phone marks the expansion of Mattel's Barbie toy market. Mattel and software and content service provider Single Touch Interactive will jointly enter this market to sell the phone. "It definitely goes beyond the definition of a simple toy. It will also play a role in influencing each other among girls just like Barbie did back then." Mattel's CEO said.
In 2003, Mattel toy dealers launched a sale of prepaid phones with 300 minutes of talk time to buyers of Barbie's "My Claim" series. More than 40,000 phones were used within a month. Sold out. The success of this project was largely responsible for Mattel's confidence in launching the Barbie Phone.
On February 17, at the American International Toy Fair in New York, in Mattel's latest digital cartoon, the Barbie Phone was unveiled. If connected to an external entertainment system, children You can make your own mini movie without the constraints of video recording. One thing is for sure, Mattel is not the first company to market phones primarily to young people. In recent years, many wireless service providers, such as British-based Virgin Group and West Coast-based Boost Mobile, have successfully sold prepaid phones to customers aged 18 to 30, but the Barbie phone is The first product to target girls under the age of 14 in adolescence.
Mattel and Single Touch dress up phones as parenting tools. Moms and dads can buy prepaid airtime for their kids online. Parents can also visit the My Claims website to list things they want their children to do this month, and then decide whether to buy airtime for their children based on their performance, which can include tidying up their room. , do homework or not fight with brothers and sisters, etc.
The Barbie Phone is expected to be priced at $49.95. It comes with 3 different panels so girls can dress their phones in leopard skin to match their purses, and there are 9 different options wallpapers and 3 completely different ringtones. Children and parents can purchase additional panels and ringtones online through the My Claim website, which are tailored to the customer's needs and imagination. Barbie was born in the United States after World War II. At that time, Ruth Handler (1916 - 2002), the founder of Mattel, saw that her daughter liked to play with the popular paper dolls at the time, and she enthusiastically helped them change their clothes and bags, so she thought of the design A three-dimensional doll. While on vacation in Germany, Ruth accidentally discovered the German doll "Lily" who was 11.5 inches tall and measured 39-18-33. It was this doll that inspired Ruth. After returning to the United States, Ruth immediately transformed Lily's image to make her look as sexy and charming as Marilyn Monroe.
On March 9, 1959, the world's first blonde beauty doll was officially launched. Ruth named her after her youngest daughter Barbara. From then on, the blonde beauty was called "Barbie" . For 42 years, Barbie has always maintained a youthful and beautiful image, curvy and radiant. Mattel launches an average of 90 sets of Barbie series dolls every year. In order to make Barbie more humane, Mattel specially designed friends, family, and a boyfriend named Kenny for her. Barbie also has various careers. , she has been a star, a teacher, an engineer, and even a veterinarian; and what fascinates children the most is that Barbie has countless beautiful clothes.
Barbie is the best-selling and most popular doll for little girls in the world. It once had an astonishing record of two Barbies being sold every second.
To date, more than 1 billion Barbie dolls have been sold in 150 countries around the world. American girls aged 3 to 11 own an average of 10 Barbie dolls each, Italian and British girls own an average of 7, French and German girls own 5, and in Asia, little girls in Hong Kong also own an average of 3. Barbie. Barbie has become a cultural and political symbol.
Barbie was selected as the most valuable toy brand by the "Interbrand" company, with a net worth of US$2 billion. The brand value is only slightly lower than that of the "Wall Street Journal" and higher than that of Starbucks, Armani, Brands such as Pampers, Fawn and Siemens.
Barbie's image has been controversial in the past. For example, many people believe that she is a representative of intolerance, and the image of a woman is defined as having slightly parted lips, big breasts, and a snake waist. In addition, many people regard Barbie as another representative of capitalist power in addition to Coca-Cola and McDonald's (because many Barbies appear in luxurious and luxurious styles, wearing gold and silver).
Despite this, opposition forces from all sides still cannot stop this plastic beauty who is always on tiptoe and ready to put on high heels. As time goes by, her image and influence continue to grow more and more positive. Christopher Varaste, author of the book "The Face of the American Dream" published in the United States, described Barbie as not just a toy, but also a representative of American women's spirit of independence, autonomy, and self-expression.
In many universities in the United States, "Barbie Studies" can even become a special class, using the Barbie phenomenon to explore issues such as female psychology, roles, relationships between men and women, and the interaction between women and society. Perhaps the biggest affirmation is that at the beginning of this year, the US government placed Barbie in a time capsule buried to commemorate women's health care work, using her as a representative of women.
Mattel Toys produces about 150 models of Barbie dolls every year, 120 of which are new styles. In addition to following fashion trends, these styles have also evolved with the evolution of female roles in the times. In the 1970s, there were hippie Barbies wearing anti-war headscarves, as well as female astronaut Barbies, aerobic dance instructor Barbies, pilots, rappers, presidential candidates, and even female bodyguard Barbies. On April 27, 2002, Ruth Handler, the creator of "Barbie Doll", passed away due to illness at the age of 85. For more than 40 years, her success story has been closely linked to "Barbie", and the "Barbie" image she created has become deeply rooted in the hearts of the people and has even become one of the symbols of American culture.
Ruth Handler was born in Denver, the youngest of Polish immigrant parents. When she was 19, she came to Southern California and soon married her high school boyfriend.
In the mid-1940s, Ruth Handler and her husband opened a company specializing in making wooden picture frames. Her husband designed the appearance and she was responsible for marketing. In 1945, the Handlers and their friend Mattson collaborated to establish a toy company, Mattel.
Back then, children’s toys were all dolls. One day, Ruth Handler suddenly saw her daughter Barbara playing with paper-cut dolls with a little boy. These paper-cut dolls were not the common babies at the time, but teenagers with their own careers and identities. Very addicted. "Why not make a more mature doll?" Handler had an idea in his mind.
The road to realizing this inspiration is arduous. The doll she designed was first named "Lily" and was launched in 1955 by a German toy company she acquired. However, "Lily" was dressed up as a wild and sexy wild woman instead of a "pure and beautiful doll", which was far from Ruth Handler's original idea.
Later, at Ruth Handler's insistence, Mattel finally accepted her idea and began to design, launching "Barbie" in 1958 and applying for a patent.
In 1959, "Barbie" participated in the New York Toy Fair, and that year became a turning point in her "life".
Everyone was attracted to her: perfect figure, measurements of "39, 18, 33", golden hair, fresh appearance, and several drawers of beautiful clothes. No one has ever seen such a toy. If this were a real person, how charming she would be!
"Barbie" shocked the world, and the world also got to know Ruth Handler.
For Ruth Handler, "Barbie" is like a family member, because the name is borrowed from her daughter Barbara's name. Not only that, Ruth Handler also found a boyfriend for "Barbie", "Ken", which is the name of her youngest son.
Whenever these names are called, Ruth Handler will feel very warm, because she and the "Barbie" family have become one.