...MATTEL VS HASBRO/BARBIE VS BABY ALIVE Abstract: The two highest toy companies, Mattel and Hasbro have various dolls that every little dreams of having. In this paper, I will compare and contrast the “old school” Barbie to the “new reality” Baby Alive and how both companies address the 4 P’s of Marketing. Barbie, America’s top and favorite doll of dolls for years is continuing to grow strong as a play toy or as a collection item. Barbie was launched in 1959 and has since been the famous in the United States. Barbie was started by a couple while watching their daughter play with a paper doll. Barbie has been about fun, fashion and friends, but in 2004 the company kept those qualities along with evolving girls wants today. The younger girls today want fairy and imagination, older girls want authentic fashion and real-world experience. Fairy’s, DVD’s/music videos and tween dolls. (Crews, 2004) Today, Barbie has much competition with Bratz dollz and Baby Alive along with many other dolls in the market. Baby Alive is the new, innovative, life-like doll for today’s society and children who like to play and feel they are caring for real-life babies. Mattel will need to become stronger and more assertive with their objectives and marketing techniques to stay ahead of Hasbro, Inc. Hasbro, Inc is right in the mainframe with Mattel in the toy industry. Both companies have strong marketing skills, knowledge and strategies to help with their own marketing shares. Mattel’s...
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...“Her good nature wore out/ like a fan belt./ So she cut off her nose and her legs/ and offered them up.” This quote from “Barbie Doll”, by Marge Piercy, refers to a young girl who wishes to change her character and her appearance in order to live up to society’s expectations. In fact, instead of being complimented or admired for whom she truly is, people would rather criticize and condemn her for whom she isn’t. As a result of endlessly trying to alter her portrait, the “girlchild” eventually “wore herself out”. This poem suggests that unrealistic societal demands are destructive for a woman’s self-esteem and well-being. When comparing oneself to an idealistic notion of female beauty and behaviour, one can only expect to feel demoralized, discouraged and devalued. Indeed, "Barbie Doll," the title of the poem, symbolizes society’s view of a perfect woman; the way society expects every woman to be. In fact, by using “Barbie Doll” as the title to her poem, Marge Piercy wants the reader to compare and contrast the adolescent’s appearance to that of a Barbie doll. Stereotypically, Mattel’s Barbie dolls have tall, thin yet curvy bodies, with symmetrical, perfect facial features, blonde hair and blue eyes. This, in turn, leads to the protagonist’s void of self-confidence. Additionally, living up to such standards - all the while being a housewife who must clean the house, raise the children and please her husband - is very demanding on the female gender. Moreover, the doll is symbolic...
Words: 7896 - Pages: 32