Developing a Global Vision

Barbie is willing to become the number one doll of all time, well she has been. There is a lot of competition in the market of toys and as cause of it, marketers work with different strategies, especially in the global market. Barbie dolls are sold everywhere in the world. Barbie dolls are manufacture in more than 45 nations and sold in around 150 countries. Barbie is an iconic brand knows throughout the world and Mattel wants to change the brand on its fashion to promote a more define global lifestyle brand. Mattel think in success and goals achievement to present different Barbie branded products from around the world. Barbie is the most diverse doll in the world. There many different types of Barbie. We have Caucasians, Hispanic, African Americans, Asians, etc.

Mattel create both retail opportunity and brand-building position. The brand’s historical roots in fashion and Barbie’s unique ability to inspire girls to dream discover and explore a world without limits. Mattel gives the opportunity to many different stores around the world to sell the doll and make many girls and collectors happy. However, Mattel. Inc is creating their own store of Barbie collections and sells dolls. One example of this is Barbie shanghai, which was created in china and is considerate the biggest Barbie doll store all around the world. With this strategy Mattel thinks that girls will feel more connected to the dolls. They trying to make more Barbie stores in very modern and populate cities as shanghai. Mattel is trying to expand more and more Barbie brand in the future.