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Barbie joins Manufacturers D2C

Blog by Adam Dorrell
February 14, 2018
time_magAn article in Time Magazine (Botox for Barbie, Jan. 29, 2009) reports how Mattel are taking the Barbie concept direct to consumers with dedicated Barbie concept stores ("think Nike Store, but exceedingly pink"). In March, Mattel will begin direct to consumer (D2C) marketing by opening a 38,000-sq.-ft. (3,500 sq m) House of Barbie - the first of its kind in the world."What we're doing in Shanghai is an indication for the future of the Barbie brand," Dickson says. Mattel is already planning similar stores in Brazil and Mexico.Comment: Like Apple, Casio, Sony, Lego and Nike before it, Mattel is the latest in a string of manufacturers adding a direct-to-consumer approach to their channel mix - the online Barbie shop is already selling Barbie Collectables (presumably to an older audience)
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