The evolution of an iconic Barbie brand in three videos

This event report addresses how Mattel, the toy manufacturer, has consistently kept its Barbie brand relevant over the course of several decades.

The evolution of an iconic Barbie brand in three videos

Geoffrey PrecourtWarc

It would seem that a product which thrives for 57 years in a fiercely competitive category would long ago have hunkered down and become risk-averse in anticipation of another half-century of prosperity.

But, beneath her blonde bonnet, svelte figure and ever-stylish clothes, Mattel's Barbie has had an adventurous past.

Indeed, reports that the iconic doll is part of a $150-million media-planning-and-buying agency review is just the latest manifestation of a popular brand that has learned how to evolve in order to remain a market force.

Juliana Chugg...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands