That's what Mattel gets for ignoring the 80/20 rule.

In first quarter 2017, Hasbro's revenue exceeded Mattel's for the first time in 17 years. (2017)  Mattel's worldwide sales fell 15%; gross profit fell by 28% versus year ago.  Sales for Barbie fell 12%.  (Bond, 2017)

I wish I could say that I was surprised. 

Back in the fall of 2015, Mattel created a new campaign for Barbie with a heavy empowerment angle that was very well received by my students.  You can read their comments here...

http://pjlehrer.blogspot.com/2015/10/can-barbie-win-back-hearts-and-minds-of.html

In 2016, Mattel introduced a variety of Barbie dolls with different body shapes and things seemed to be headed in the right direction.  But in January 2017 they announced that they were beginning a new campaign targeting Dads.  Oh. Oh. 

The Pareto Principle, usually referred to as the 80/20 rule tells us that for any brand, 20% of the users account for 80% of the sales.  We target these heavy users in marketing because the easiest sale to get is to get someone who is already using the brand to use it more. Next comes converting users of competitive brands.  Their audience profile tends to be the same as current heavy users.  And, if you finally do get to new users, they too will tend to be similar to current users.

Targeting people outside of the 20% only makes sense if you can identify a niche segment that has a higher level of interest in the brand and can be efficiently reached through media, because even if you can win them over, they are likely to spend less money than the heavy users.

Unfortunately I could see no evidence in the creative that ran for the campaign that the company had any compelling insights into the behavior and feelings of Dads that warranted a change in target.  Rather, I was concerned that the commercial was a step back in terms of female empowerment and was unrealistic and therefore unrelatable.  You can check it out here...

http://pjlehrer.blogspot.com/2017/01/if-moms-wont-love-barbie-what-about-dads.html

So what to do now?  I'd start by checking out this video for Moschino Barbie.  They are definitely on to something.  The doll is currently selling for $325 on eBay.

https://www.youtube.com/watch?v=AwMAcCztnlM

(2017, April 24)  Hasbro heads for the loo and business booms.  heraldcourier.com.  Retrieved April 27, 2017, from

http://www.heraldcourier.com/news/business/hasbro-heads-for-the-loo-and-business-booms/article_53e94b18-ef53-53e2-b0ff-20f949d57e79.html

Bond, J. (2017, April 22)  Toy Maker Mattel Sales Slump in 1Q 2017, and it's the Same Old Story.  ragingbull.com.  retrieved April 27, 2017, from

https://ragingbull.com/2017/04/22/toy-maker-mattel-sales-slump-1q-2017-old-story/

If Mom's won't love Barbie, what about Dad's?

Full disclosure, I played with Barbie dolls growing up and would have no problem letting my kids play with them.

In Fall 2015, when Mattel launched a new campaign focusing on empowerment, I posted this blog and you can see my students didn't have a problem with Barbie either.  Plus they loved the commercial as did I.

http://pjlehrer.blogspot.com/2015/10/can-barbie-win-back-hearts-and-minds-of.html

Since the company has said that Barbie's worldwide sales were up 16% in the last quarter vs. previous year, I am a bit surprised that they are walking away from this strategy so quickly, and are instead reaching out to Dads. (Mahoney, 2017) 

While there is no doubt that men are doing far more parenting than they used to, I never played dolls with either of my parents, so the commercials strike me as contrived.  And the idea of turning halftime into playtime reminded me of an old Scotts Turf-Builder spot that urged men to use the break to run out and fertilize their lawns.  Yeah, like that worked.

Overall I find the campaign far less empowering than the previous one, more about dads playing with their daughters than empowering them, which is a missed opportunity.  Real dads want their daughters to be CEO's.

Check out the spot here and see what you think...

https://www.youtube.com/watch?v=PGPbKS8XUMY

Mahoney, S. (2017, January 24)  With New CEO Aboard, Mattel Aims Barbie At Dads.  mediapost.com.  Retrieved January 27, 2017, from

http://www.mediapost.com/publications/article/293581/with-new-ceo-aboard-mattel-aims-barbie-at-dads.html?print

Can Barbie win back the hearts and minds of Moms?

I grew up playing with Barbie.  I never noticed her impossible figure.  But I did notice her career oriented outfits.  Check these out from her 1962 look book...

She could be a nurse,

a flight attendant (called stewardesses in those days),

and even a career woman (ok, girl).

All of which was pretty radical in 1962.

So I'm not exactly sure when Moms turned on her, or even why.  But with a 14% decline in sales in 2014, it would seem that she is on life support. 

Now, Mattel has decided the time is right to try to win back those Moms.  Perhaps it has something to do with the fact that Gen X Moms (36-50) are giving way to Millennial Moms (21-35).

They started their outreach with this 2 minute YouTube video focusing on Barbie's ability to empower.  As of now it has racked up 10.9 million views, and tons of positive press.  You can check it out here...

https://www.youtube.com/watch?v=l1vnsqbnAkk

So, what do you think?  Do you have bad feelings about Barbie?  Why?  Would this change those feelings?  Would you buy one for a girl you know?  Or will you wait to get her Mom's permission?  And, do you think Millennial Moms will be more receptive to Barbie than Gen X Moms? 

Forbes, T. (2015, October 16)  If Barbie Could Talk... mediapost.com.  Retrieved October 29, 2015, from  http://www.mediapost.com/publications/article/260564/if-barbie-could-talk.html?print