How do you save a brand that everyone knows, but not everybody likes? Back in 2014, the toy company Mattel needed an answer to that question-fast. It owns popular brands like Hot Wheels and Fisher-Price, but one of its consistently top-selling products has long been Barbie. The tall, blonde doll enjoyed ubiquity for over half a century, but her popularity was slipping. To many people, Barbie had come to represent outdated standards of beauty and gender norms, and sales had dropped 20% in the prior two years alone. So the company called Richard Dickson, a former Mattel executive who'd left to run a fashion brand, and asked him to come back and save the famed doll. "We were in a real moment of truth around the brand's continued evolution," Dickson says.
But he saw a way forward: They would double down on the brand's deeper mission, and then use that to guide many big changes. As a result, since that critical moment, Barbie sales have more than doubled. The brand had its best year ever in 2021, and was on track for more growth in 2022. Here, Dickson explains how he did it-and why he says that "while evolution makes a brand relevant, purpose makes a brand immortal."
Culture changes rapidly these days. How does that impact the toy business?
هذه القصة مأخوذة من طبعة Startups January 2023 من Entrepreneur magazine.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 8500 مجلة وصحيفة.
بالفعل مشترك ? تسجيل الدخول
هذه القصة مأخوذة من طبعة Startups January 2023 من Entrepreneur magazine.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 8500 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
Looming Crisis: What Indian Aviation Industry Needs To Do Differently
Currently, Canceled Flights, Dissatisfied Frequent Flyers And Reprimands From The Regulators Have Become The Norm For Indian Airlines Such As Vistara, Air India, Indigo. To Navigate These Challenges, What Does The Sector Need To Do Better?
Why Small Businesses Can't Afford To Grow
Big companies take a long time to pay their suppliers. Sometimes, so long that the supplier goes out of business. Two entrepreneurs wanted to find out why this system is so broken-and wound up creating a solution.
Will India achieve 40GW Rooftop Solar Capacity by 2026?
ACCELERATING THE ADOPTION OF ROOFTOP SOLAR INSTALLATIONS IS CRUCIAL FOR ACHIEVING INDIA’S RENEWABLE ENERGY TARGETS BUT DESPITE VARIOUS SUBSIDIES AND MEASURES BY GOVERNMENT, THE COUNTRY MISSED ITS 2022 TARGET.
FUELLING INDIA'S SILICON VALLEY ASPIRATIONS
It took 40-plus years for the US and over 25 years for Taiwan to establish their Silicon Valley.
'UP' FOR A DRINK THIS SUMMER?
LAST YEAR THE DEMAND WAS DISRUPTED DUE TO PREPONED MONSOONS. THIS YEAR'S FORECAST IS FOR A BLAZING SUMMER. FMCG COMPANIES SUCH AS DABUR, PARLE AGRO, CAVIN KARE, GODREJ JERSEY & HAMDARD LABORATORIES GEAR UP TO MEET DEMANDS AND HOPE TO MAINTAIN THEIR PRICING AMIDST A WAITAND WATCH APPROACH
THIRSTY CITIES | HOW COLLABORATIVE EFFORTS CONTRIBUTE TO WATER CONSERVATION
WATER STORAGE IN THE MAJOR RESERVOIRS AND RIVER BASINS IN THE COUNTRY HAS DROPPED LESS THAN THE AVERAGE STORAGE RECORDED IN A DECADE FOR THE CORRESPONDING PERIOD.
ACHARYA PRASHANT THE PRACTICAL TEACHER
Prashant Tripathi, now known as Acharya Prashant, has shot up as a unique wisdom teacher.
SYNTHETIC SPARKLES
How startups are banking on the customer base shifting to more affordable and sustainable diamond options
Corporate Journeys Reimagined 2024 and Beyond
A SIGNIFICANT NUMBER OF EUROPEAN AND US COMPANIES PLAN TO DECREASE TRAVEL PER EMPLOYEE BY OVER 20% TO ACHIEVE THEIR 2030 SUSTAINABILITY GOALS.
India Inc. Charges Towards Sustainable Change With EV Push
INDIA'S EV SECTOR IS POISED TO SKYROCKET TO AN ESTIMATE OF $113.99 BILLION BY 2029.