According to Mattel’s financial reports for Fourth Quarter, gross sales for Barbie were down 13%, while American Girl raised 3%. Full Year of 2013 results shows gross sales for Barbie were down 6% with American Girl rising at 11%. With the negative media and other publicity that Barbie has been receiving throughout the years, it is without doubt that this iconic dolls unattainable body image may have sparked some of this backlash. Parents do not support their young girls trying to perceive such a false body image; while on the other hand they are supportive of the American Girl Brand, which supports individual and unique lifestyles. American Girl creates a whole world for girl and doll, and makes each event between the two memorable. The brand offers girl the chance to create their own doll, or pick from one of their dolls that have its own unique story and a large collection of accessories to compliment them. The American Girl store creates a hands on experience with a salon, cafeteria, day spa, and so much more for any little girl and her little friend to do together. The disadvantage is that their customer market is only as wide as the United States, girl around the world do not have any knowledge of the American Girl doll brand, but they all know Barbie . According to The Wall Street Journal article, Mattle Takes a Hit as Barbie Sales Slump, another issue Mattel Inc. faces is kids rising interest in smart-phones, tablets, and other digital games as well as the ability to shop on-line. Brands such as Barbie and Fisher Price relies heavily on in-store promotions and displays. So the key is to make something technology-friendly for kids, that can’t be accessed from home and bring this concept to girls outside the United States as well.
Mattel Inc. is bringing their on-line concept “Styled by Me� Barbie , into a mainstream location for girls all around to come and make her own look alike Barbie . This will encourage creative skills, while also allowing little girls to make their Icon that is just like them. The facility will be set up with technical advances, that any one from the age 5+ will be able to work. Each station will have its designated room and will allow capability to choose skin complection, hair color/texture, and the best part girls will be able to design their clothes. This technical advantage is a exciting new way for customers to play a role in the design process.
Identification Card
The identification card allows girls to transport their designs from one work space to the next. Each kiosk will have an individual card slot which will record all of the designs. At the end each card will be collected and all the data will be downloaded to create these one of a kind dolls.
The Building
This geometric all white building will draw attention from miles away. With the lit up Barbie sign, and giant sketches of two Iconic Barbie, one can only imagine the what the inside will hold.
Lobby This sleek lobby will wow anyone who enters, with the bright wall color and sparkling floor, this inviting space is sure to stir up excitement and anticipation of whats to come.
Workrooms Their will be three individual work room, each room will be uniquely designed to fit each stage of the designing process. The layout will be clean, fun, and inspiring for the little designers. Touch table surfaces will display all the material needed to go through the process. As displayed on the surfaces above, many there will be many options for hair and eye color.
Phase1 Body & Complection
Mattel Inc. will showcase a new body image for dolls made by Nickolay Lamm. Some of the new features of this doll is her active movements, her elbows, knees, and feet move easily as she promotes and healthy and active life style. This new girls also wears minimum makeup, to show girls that natural beauty is what is really important.
Shades of You
Choosing from a wide data base, the girls will be able to depict their true color. The kiosk will display a quantity of skin tones. The table top touch pad, will be the first work place the mini master minds will began to work. The data base is designed to assure the exact resemblance in complection.
Phase2 Face & Eyes
Now its time to top it off. Girls will be able to style and choose eye shape and color. What girl doesn’t like to comb and style hair? From ponytails to straight cut, they become their own beautician.
Phase3 Outfits + Accessories
The little fashionistas now become their own stylist. From bottoms, tops, shoes, and hand bags and hair accessories; mix and matching become limitless.
After girls turn in their card, the hardest part is the wait, but what is having a look alike doll without the option to dress alike. The final phase is to create a complimentary t-shirt for both girl and doll.
Phase4 Meeting
Lastly, the wait it over and she gets to meet her new friend. The greeting is captured by photographs and each girl will receive a certificate for their one of a kind doll. The experience doesn’t stop when she takes it home. Either accessed from desktop or mobile device you will be able to set up a an on-line profile for the doll, where you can start a whole new life for her.
The goal for this concept is for girls to want to come to this amazing facility and create their own doll, and for parents to want to bring their children. This will give Barbie a new image for Mattel Inc. and promote creativity. Ideally one store facility will be in California while the other would be near the Mattle Inc office in Hong Kong. This experiment will prove that merging Barbie with new technology that is present in today will once again bring this iconic brand a higher platform.