Does Mattel's Iconic Barbie Doll Need a Makeover? - A Case Study for the 2024/2025 Academic Year by Karen Robson and Stefanie Benninger, Edition: 9B16A005

This insightful case study delves into the history of Mattel Inc.'s iconic Barbie brand and the company's efforts to reposition it in 2015. Explore the challenges Mattel faced due to declining sales, changing industry trends, and shifting consumer preferences. Analyze the impact of societal and cultural shifts on the Barbie brand and how Mattel can reposition its iconic doll to regain its market share.