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One of the most famous doll on the planet reached 50 years in 2009 in an identity crisis and also with a big landeding on sales. Her way of life and slim silhouette - comparable to a lady of 1.75 m in elevation, 91.5 cm of bust, 45.7 centimeters of waistline and 84 centimeters of hips - functioned as motivation for hundreds of countless women from all edges of the earth. Everybody wanted to be like her. At age 50, nevertheless, the blond doll of 28 centimeters currently really feels the weight old. In the monetary field, she was far from the sensation of the past. In 2008, her sales fell 9%, while the advertising and marketing of other dolls increased 11%, which was a direct outcome of the boosting competition as well as numerous critical mistakes dedicated by Mattel. The main obstacle was the absence of dexterity to react to the arrival of even more competitors tuned with the goals of the so-called Net generation. An example of that is the success of Bratz, a teen with huge head and feet, platform heels and also saucy present. The personality was quickly absorbed by adolescents that took into consideration, in huge step, that Barbie was children play. The administration of Mattel accused the coup.

They left apart the passive mindset and place in movement a real battle operation. After all, Barbie alone represents 30% of Mattel total sales. Consequently, they produced extra denied and also ethnic variations of the doll, like the My Scene, as well as put the doll account on MySpace as well as Facebook. They additionally launched a line of fashion dolls instead angry, influenced by hip-hop society. The concept was to earn this version a "version of combat" to stem the advance of her arch-rival. It did not work. Sales proceeded falling time after time. Without success in the advertising and marketing field, the administration of Mattel changed strategies. They went for the courts versus MGA, claiming that the developer Carter Bryant, papa of the Bratz, had stolen the name as well as layout of the doll collection of Mattel, when he worked there.

In 2005, the MGA was gotten to compensate the firm Mattel in $ 100 million. Besides the lawful arena, Mattel additionally is preparing to react in the area of style dolls.