Mattel Gives Barbie a Makeover for China; U.S. Toy Maker Launches Fresh Effort to Endear All-American Doll to Chinese Consumers
November 8, 2013 Leave a comment
Mattel Gives Barbie a Makeover for China
U.S. Toy Maker Launches Fresh Effort to Endear All-American Doll to Chinese Consumers
U.S. toy manufacturer Mattel is aiming to fill Chinese toy chests by outfitting its Barbie dolls and other products to better suit Chinese tastes. Laurie Burkitt speaks with Mattel’s Asia-Pacific Senior Vice President Peter Broegger about the company’s new strategy in China.
LAURIE BURKITT
Updated Nov. 7, 2013 8:16 p.m. ET
BEIJING—Barbie closed her swank Shanghai mansion two years ago, after China’s parents turned up their noses at her pink ball gowns and Ken’s polo shirt-and-sweater ensembles. Now Mattel Inc. MAT -1.56% is making a new effort to sell Chinese on the impossibly proportioned all-American doll, with an appeal to Tiger moms who would rather have their children reading books than plugging body parts into Mr. Potato Head. New, low-price offerings include “Violin Soloist” Barbie, complete with bow and sheet music. Read more of this post







