Brand Watch: Mattel

Game Developer Barbieamp160encourages young girls that they too can succeed in a traditionally nonBarbielike field The success of Game Developer Barbieamp160stands in sharp contrast toamp160the public backlash over the 2010 MattelRandom House publicationamp160 amp8220Barbie I Can Be a Computer Engineeramp8221 in which Barbie defers to her male colleagues for help on work In 2014 Mattel issued an apology amp8220The portrayal of Barbie in this specific story doesnamp8217t reflect the brandamp8217s vision for what Barbie stands foramp8221Two years later and Mattel has clarified that vision asserting that the purpose of Game Developer Barbie is to amp8220inspire young gamers with this doll who is at the top of her gameamp8221 As Barbie continues to dabble in everything from tech to optometry how will Mattel go about reaching eager eyeballs We took at look at where Mattel allocated its ad budget in 2015Mattel spent over 100MM in national measured media in 2015 with the largest percentage allocated towards cable televisionCarat has handled media planning and buying duties for Mattel since 2007Mattel spent nearly 20 towards the Barbie brand in 2015 with the highest share of budget allocated to cable televisionWill the positive reviews and sales inspire Mattel to manufacture more silicon dolls for the Silicon Valley set Or might we have a Media Buyer Barbie in our future Either way the ageless Barbie doll remains an ad market iconGet profiles on 30K advertisers and find the contact information for the decision makers you need to reach at AccessConfidentialcomThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160amp160

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Brand Watch: Mattel

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Brand Watch: Mattel

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