Barbie's mid-life crisis

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At 44, Barbie had been the queen of fashion dolls for generations of children. But her sales and profits began to slip as she was forced to fend off attacks from enemies both new and old: the fashion-conscious Bratz pack and Sindy, a former rival that may yet prove to be her nemesis. After providing Barbie's history and some background on competitors, this program focuses on Mattel's strategy, which includes giving traditional Barbie a makeover, dumping Ken, and unleashing My Scene Barbie on the Bratz-all to capture the potent new KGOY (kids growing older younger) market.
McQuillan, Stephen; Datar, Rajan
BBC Education & Training; Films for the Humanities & Sciences (Firm)
Documentary television programs
Economics, Business, Commerce, Labor; Economics, Business, Commerce, Labor; Doll industry; Barbie dolls; Character dolls -- Marketing; Fashion dolls -- Marketing; Target marketing; Marketing -- Case studies; Child consumers
Europe; United Kingdom of Great Britain and Northern Ireland; London; North America; United States of America; New Jersey; Princeton
Distinctive Media Collections
Rights Statement
In Copyright
Terms of Use
Access is restricted to patrons at the University of Maryland.
Physical Description
30 minutes; color


Access condition: campus-only.

Creation/Production Credits

BBC Education & Training. Narrator, Rajan Datar. Film editor, Rosey Igglesden ; series producer, Mark Gregory ; series editor, Clive Edwards.
Other Identifiers
Filename: lms-089814; Fedora 2 PID: umd:10798; Handle Identifier: hdl:1903.1/3273; Catalog Key: alephsys004125518; OCLC: ocn228101011

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