What Is Barbie’s Target Market – WoodWard Avenue (2023)

Barbie’s target market is girls aged 3-10. Barbie is a fashion doll manufactured by the American toy company Mattel, Inc. and launched in March 1959. American businesswoman Ruth Handler is credited with the creation of the doll using a German doll called Bild Lilli as her inspiration. Barbie is the figurehead of a brand of Mattel dolls and accessories, including other family members and collectible dolls. Barbie has been a computer animated virtual actress starring in direct-to-video features.

Mattel Inc. co-owner Ruth Handler created Barbie in 1959. At the American Toy Fair in New York City in 1945, the doll was launched. The clothes, accessories, and vehicles on Barbie all reflect a suburban or urban lifestyle. Female consumers are a key demographic, with a three- to 12-year-old age range. A Barbie doll doll is marketed to young girls aged 3-12. Census statistics and other governmental data can be used to estimate the number of young girls in the world, particularly in the United States. For females under the age of 14, one out of every 19% of the total population is under the age of 14. This indicates that the segment is profitable in the long run.

Girls as young as 12 years old had fun with Barbie, her friends, cars, homes, and other toys in the past. As 12-year-olds grew more sophisticated, the dolls were quickly lowered in age, reaching a younger audience of 3- to 5-year-olds.

Mattel has pursued an aggressive marketing strategy in order to maintain the Barbie brand‘s image and reach out to a larger audience. The Barbie brand is promoted in a variety of media outlets, including television advertisements, newspaper articles, and their website.

Who Is Barbie Targeted At?

What Is Barbie’s Target Market – WoodWard Avenue (1)

Barbie is targeted at children who are ages 3 and up. The Barbie doll was first introduced in 1959 and has been a popular toy for girls ever since. Barbie is also targeted at adults who collect dolls or who are interested in fashion.

Ruth Handler was the creator of Barbie, a doll created by Mattel. She was the first mass-produced toy doll with adult features in the United States. A mint condition #1 doll has become one of the most valuable toys in the world, fetching over $25,000 today. The first Barbie doll was priced at $3.00, but a mint condition #1 doll could cost more than $3.00 in the early 1900s. Mattel introduced Midge Hadley, Barbie’s best friend, to the world in 1963. Her likeness was created in the first celebrity Barbie. Mattel began selling African-American and Latina Barbies in 1980.

Bob Mackie dolls are some of the most sought-after collectibles available on the market. Ken and Barbie were reunited seven years after they first met. In fact, the first drag queen Barbie doll was made of this magnificent doll dressed in glittery gems, fur, and glitter. Ella, the first ‘Chemo Barbie,’ was introduced in 2012 to benefit young cancer patients. Amelia Earhart, Frida Kahlo, and Katherine Johnson are just a few of the inspiring women on Mattel’s Inspiring Women line. In 2016, Barbie dolls ranged in body types from four to seven, skin tones from seven to 22, eye colors from 22 to 24, and hairstyles from 24 to In 2019, Mattel announced the release of a new Barbie body type as part of Barbie’s 60th birthday celebration.

When it was announced that Alexandra Shipp was joining the cast of “Barbie,” fans were eager to learn more about the actress’ role in the film. We can only speculate now that we know her role is a secret what it will be. Alexandra, on the other hand, is known for belting out a tune when she joins forces with Vanessa Hudgens in the film “Tick, tick, tick…BOOM.” The fact that she will bring something unique to the film is even more exciting. We can’t wait to see what other surprises Alexandra has in store for us in “Barbie.”

The Barbie Effect: All Ages Welcome

What age group does Barbie most target?
Originally, Barbie dolls were marketed to girls aged 9 to 12. The dolls are now popular with girls of all ages, despite the fact that they are considered toy collectors. In a fictional setting, Barbie attends high school in willows, Wisconsin.

What Was Barbie’s Original Purpose?

What Is Barbie’s Target Market – WoodWard Avenue (2)

Ruth Handler, co-founder (along with her husband, Elliot) of the toy company Mattel, Inc., developed Barbie, a doll that has remained a fixture ever since. Handler created the company after watching his daughter play with paper dolls of adult women, finding that there wasn’t a market for a toy that allowed little girls to imagine the future.

The American International Toy Fair in March 1959 marked the official launch of Barbie. In addition to establishing a global icon, the doll was created by businesswoman Ruth Handler to inspire little girls to believe in their potential and ‘a woman has choices.’ The first year was jam-packed with sales of over 300,000 Barbie dolls. By 1960, Barbie’s fashion sense had shifted away from brittle and bouffant 1950s styling. Mattel introduced a new line of toys called ‘Titian’ that featured red hair, bendable legs, and open and closed eyes. Mattel introduced its first African-American doll, “Colored Francie,” in 1967. Mattel created the Malibu Barbie doll in 1971, when a new face with a chiseled smile first appeared.

Malibu Barbie projected an empowered and relaxed persona in an age when many Americans felt disconnected from society. Despite the fact that Mattel had internal issues in 1974, the company almost went bankrupt and eventually discontinued the Growing Up Skipper brand. The 1990s were Barbie’s most contentious decade. Barbie was the first woman to run for president in the United States in 1992, when she launched ‘Barbie for President.’ During the ‘Year of Women,’ Barbie played a starring role in American politics. In 1997, Mattel attempted to make fun of its own creation, the poorly conceived ‘Oreo Fun Barbie,’ which marketed itself as a toy for young girls to share with America’s favorite cookie. Make a positive impression on others by sharing your smile.

Becky’s wheelchair was unable to travel inside Barbie’s Dream House, could not fit in the elevator, and could not be put in any of Barbie’s vehicles. Totally Hair Barbie, which was twice as long as her dress and, well, you get the idea, Generation Girl Barbie, which was very popular, too. Mattel introduced the ‘Hello Barbie’ two-way communication technology in 2015, the most advanced version of Teen Talk Barbie ever. Hello Barbie has a microphone and a modicum of artificial intelligence that, when used appropriately, can make her responses more appropriate. According to an internet security firm, Hello Barbie’s servers could be hacked. Mattel’s Lammily doll is based on measurements of the average American woman, and the tagline ‘average is beautiful’ refers to the doll’s measurements. Haneefah Adam has taken Barbie’s diversify to new heights by introducing the Hijarbie, a doll aimed at incorporating fashion into faith.

Since the creation of Barbie, girls have looked to her for inspiration and a sense of possibility, influencing their ambitions and inspiring them. She has recently expanded into areas such as game development, lab science, and robotics engineering, which are all male-dominated, as of late. Despite this, Barbie remains an incredibly positive role model, inspiring young girls to strive for success and live their dreams. Your children should watch Barbie’s movies and play with her dolls to learn more about the amazing things that women can do, and you should encourage them to do the same.

The American Dream: Barbie Style

Barbie’s image also embodies the notion of a perfect family. Barbie is the ideal wife, mother, and daughter. Her outfit and pose are just what a perfect family should look like, and she has all the right accessories. Barbie embodies the American Dream, and she encourages anyone who wants to achieve it to do so.

Barbie Marketing Strategy

Barbie’s marketing strategy is to target girls aged 3-11 with an ever-evolving selection of toys and products. The company also produces a line of dolls and accessories for adults collectors. Barbie’s advertising campaigns have traditionally been aimed at girls and their mothers, with the tagline “The sky’s the limit.” In recent years, Barbie has been criticized for promoting an unrealistic body image for girls. In response, the company has created a line of dolls with more diverse body types, skin tones, and hairstyles. Barbie has also been praised for its inclusive advertising, featuring children with disabilities, LGBTQ+ people, and people of color.

This week on Will It Stick?, we talk about whether or not to stick. In this week’s episode of the podcast,Alexis andMelissa look at Barbie’s life and career. Ruth Handler, the co-founder of Mattel, created Barbie in 1959. Mattel made a $9,00,000 profit on its toy production by 1957. Mattel began marketing to children in the early 1900s. Barbie’s curvy body and sexualized origins were at the center of feminist protests in 1963.

Barbie was viewed as a feminine figure in many cultures, despite her flaws. Mattel has been a pioneer in adapting to and staying up to date on the latest trends. Visit the museum to learn about how Barbie influenced tourism in Arizona and the Louvre visit.

The History And Success Of Barbie

The purpose of this article is to explain how Barbie was marketed in the past and why she has such a large fan base. In addition, the Made to Move line of dolls is mentioned, which is said to be the most flexible yet.

Barbie Target Age Group

The Barbie doll was created by Ruth Handler in 1959 and was introduced to the world at the American Toy Fair in New York City. Barbie was originally marketed to girls ages 9 to 12 and has been a source of inspiration and imagination for girls of all ages for over 50 years. Today, Barbie continues to inspire girls of all ages with her endless possibilities, aspirational values and ability to stay relevant in today’s ever-changing world.

Barbie Marketing History

Barbie was initially marketed as a “teenage fashionista” when she was first released. For the first time, a toy was solely dependent on television advertisements. Mattel was the first company to market its commercials to children. Mattel’s toy production worldwide made a profit of $9,00,000 in 1957.

Ruth Handler discovered a German doll, the Bild Lilli doll, in a shop window. Handler suggested that her husband, Elliott, consider making an adult-bodied doll as a gift. Mattel co-founder Elliott Handler was not a fan of the idea. It was renamed Barbie after Handler’s daughter Barbara, in honor of her. The American International Toy Fair in New York introduced the Barbie doll on March 9, 1959. Mattel acquired the rights to the Bild Lilli doll in 1964, and the doll was discontinued. Mattel estimates that three Barbie dolls are sold every second in the industry, which is worth an annual $2 billion.

The Three Key Factors To Barbie’s Success

Barbie’s popularity stems from her innovative marketing, which has been a key factor in her success. Tobacco stores began selling Barbie as a racy gag gift to adult men at the turn of the century. The doll was initially unpopular with children, but it gained popularity in the late 1980s. Mattel owned the rights to Lilli, and they created a brand new version called Barbara, named after Handler’s daughter, Barbara. It was a far more realistic take on the doll that children enjoyed. The extension of Barbie’s product line has also been a key factor in its success. From the time it was first introduced, Barbie was marketed as a doll for girls. Mattel has created a wide variety of versions of the doll over the years, including boys’ dolls, adult dolls, and dolls for children of all ages. This product extension has drawn in a wide range of consumers. In addition to continuous improvement, Barbie’s success can also be attributed to her longevity. Mattel has always worked hard to produce the best products available. Since our inception, we have developed a number of innovative marketing techniques such as product placement, product variation, and product extensions. Barbie has thrived as a result of these techniques for many years, despite the fact that it has been around for so long.


What is Barbies target audience? ›

As any brand in the market, Barbie appeals to a very particular audience. This brand that belongs to the industry of toys and specifically of dolls, mainly targets young girls of prekindergarten age till their preteen ages.

What age is Barbie targeted at? ›

The age range for the original Barbie fashion dolls is for kids 3 and up.

Who is Mattel's target audience? ›

The company offers entertainment products in the form of toys by dividing the gender into further subgroups such as infants, pre-school kids, older kids, and children above the age of eight. Beyond entertainment, people or parents are more interested in buying toys which help their children in overall development.

Is there a market for Barbie dolls? ›

Yes, it can be very worthwhile to sell your vintage Barbie collection, as collectible Barbie dolls can be worth a lot of money on the current market. This is especially true if the dolls are mint-in-box — and more so still if it's the original box.

How was Barbie marketed? ›

Originally marketed as a racy gag gift to adult men in tobacco shops, the Lilli doll later became extremely popular with children. Mattel bought the rights to Lilli and made its own version, which Handler named after her daughter, Barbara.

What made Barbie so popular? ›

Barbie reflects the world girls see around them. Her ability to evolve and grow with the times, while staying true to her spirit, is central to why Barbie is the number one fashion doll in the world.

Is there a chubby Barbie? ›

Curvy Barbie has a slightly rounded stomach, thicker legs, and no “thigh gap.” But the term curvy is a bit misleading. While not emaciated-looking like the original Barbie, she's still quite thin, likely a US size 4 or 6. The “tall” Barbie has longer legs and is as thin (if not thinner) than the original.

Is 12 too old for Barbies? ›

As experts would tell you, there is no age limit for dolls. It may seem unusual in this day and age, but several 12-year-olds still play with dolls. And in a world where the internet is widespread, this may be a good thing.

What age do kids stop playing with toys? ›

A new study from the folks at Let's Play reveals that once kids hit age 9, they stop playing as often.

How does Mattel use market segmentation to stay on top? ›

The toy company has used strategic market segmentation to stay on top by implementing a differentiated target strategy. Mattel targeted multiple segments and developed a different marketing mix for each group. For example, Mattel used two different marketing campaigns for various segments.

What is Barbie mission statement? ›

We empower the next generation to explore the wonder of childhood and reach their full potential. We create innovative products and experiences that inspire, entertain and develop children through play. Trust is foundational to everything we do.

Are Barbie sales declining? ›

Mattel's Barbie brand dolls posted 33% lower worldwide gross billings than in the fourth quarter of 2021.

How much did Barbie dolls cost? ›

Barbie's official birthday is March 9, 1959, the day she was unveiled to the toy industry during New York Toy Fair. Barbie first appeared in her iconic black-and-white striped swimsuit. Barbie was joined by Ken in 1961. The first Barbie doll was sold for $3.00.

What is the best-selling Barbie of all time? ›

The best-selling Barbie doll is Totally Hair Barbie, released in 1992. Totally Hair Barbie has sold more than 10 million dolls worldwide.

What is the black Barbie called? ›

Many consider Christie to be the first “Black Barbie.” Christie was part of a series of talking dolls. By pulling a string on her back, the doll said things like, “Hi! I'm Christie!” and “Let's go shopping with Barbie.” Christie's hair was black.

What is Ken's full name? ›

Kenneth Sean Carson is a fashion doll and fictional character invented by Elliot Handler and introduced by American toy company Mattel in 1961 as the counterpart of Barbie, who was introduced two years earlier.

What is Barbie's real name? ›

Created byRuth Handler
In-universe information
Full nameBarbara Millicent Roberts
4 more rows

How many girls have Barbies? ›

Factoyd: Ninety percent of American girls own at least one Barbie doll, and the average girl owns 10!

Who is Barbies biggest competitor? ›

Sindy was believed to be created as a competitor of the Barbie doll. She was meant to be a younger, simpler version of the glamourous Barbie. Barbie was, and still is known for her more mature and beautiful looks.

What is the most popular doll ever? ›

Barbie. The first mass-produced doll in the U.S. with adult features, Barbie officially debuted March 9, 1959 at the International Toy Fair in New York and went on to become not only a sales juggernaut—but a global cultural icon.

What is a rare Barbie? ›

Vintage Barbie dolls on the market from 1959 to the late 1960s are especially prized among collectors. Often, these Barbies had bendable legs or red hair, and they are considered some of the most rare and valuable. Today, the price of a mint condition Barbie from this era can run close to $25,000.

Who is the newest Barbie? ›

After years of rumors swirling around the iconic doll's film, Margot Robbie was officially cast as Barbie in 2019.

How tall is Barbie in human size? ›

✓ If Barbie were an actual women, she would be 5'9” tall, have a 39” bust, an 18” waist, 33” hips and a size 3 shoe! ✓ Barbie calls this a “full figure” and likes her weight at 110 lbs.

What age do girls stop playing dolls? ›

So, at what age do children stop playing with dolls? Some kids may lose interest in dolls around the age of 5 or 6, while others may continue to play with them into their pre-teen years. There really isn't a "magic age" at which all children suddenly stop playing with dolls - it varies from child to child.

Is it normal for a 15 year old to play with dolls? ›

It's completely normal for a 15 year old to play with dolls.

It's good in fact. It teaches them about social skills, emotions, being imaginative and creative and she seems to be enjoying it if she still does it.

Can boys play with Barbies? ›

Is it ok for boys to play with dolls? Experts agree that doll play is as helpful for boys, as it is for girls as they too need to develop the same emotional skills as girls and often are deprived of that sort of emotional exploration.

Is it normal for a 13 year old to still like toys? ›

If a child still wants to play with toys as they move into adolescence, it is totally normal and to be celebrated! Unless a child's play is affecting or replacing real-life friendships, there is no need to worry. In fact, we need to be more concerned about older kids who don't play.

Is 14 too old for toys? ›

The condensed version is - kids are NEVER too old for toys! If your child starts to seem too old for toys, it isn't time to get rid of playthings altogether. This is a new developmental stage, and just like when they progressed from a tricycle to a bike, it is time to transition to a different types of play.

At what age do children stop believing in Santa? ›

In 2019, House Method surveyed more than 4,500 families across the United States, and found the overall average age for no longer believing in Santa Claus is 8.4 years old.

What market segments target? ›

Dividing a target market into segments means grouping the population according to the key characteristics that drive their spending decisions. Some of these are gender, age, income level, race, education level, religion, marital status, and geographic location.

What is the market strategy for the segment? ›

Market segmentation is a marketing strategy in which select groups of consumers are identified so that certain products or product lines can be presented to them in a way that appeals to their interests.

What is the set of targeted market segments of target stores? ›

What Are The 5 Target Market Segments? The four target markets are geographic, demographic, psychographic, and behavioral.

What is the Barbie trend? ›

Well, there's a new sartorial sensation stirring up the style scene and it's inspired by none other than Barbie. Minus the plastic, this trend — coined "Barbiecore" — is fantastic! The pink aesthetic has become a fashion staple in the past year, but donning it in the hottest hue is the latest craze.

What is Barbie's favorite color? ›

Barbie likes to drive and was once a NASCAR driver. She especially likes convertible cars with pink being her favorite color. She's had vans, trailers, busses, and motorcycles. Another favorite of Barbie's is animals.

What is Barbie's slogan? ›

You Can Be Anything”.

How do you identify your target market in fashion? ›

Here are some tips on how to identify your target market. Analyse your current customer base and what their behaviours are.
When defining demographics consider the following:
  1. age.
  2. gender.
  3. income.
  4. location.
  5. interests.
  6. stage of life (i.e. university students, parents, retirees)
Jul 17, 2020

What is a target market in fashion? ›

If you have your own fashion brand, likely, you will already have an idea of what type of customer you want to attract – this is called your target market. Knowing your target market will help you focus your efforts on attracting those who have a need for your product and will form the basis of your marketing strategy.

Who are high end customers? ›

High-end customers are drawn to the quality of products rather than the price. They're willing to spend more money on a designer brand or specific aesthetic that they're drawn to. Sometimes high-end customers can take longer to convert than low-end customers because they want to be wooed by the product.

Where are most Barbies sold? ›

Although a truly worldwide phenomenon, a considerable proportion of Mattel's sales come from America and Canada.

Are people buying old Barbies? ›

Made for entertainment for young girls, today Barbies are also often sought by collectors as highly prized collectible items around the world. Collectors are looking specially for the well-preserved, vintage Barbie dolls with original packaging, outfits and accessories.

Does Barbie have every job? ›

According to Mattel, Barbie has had over 200 careers, recently including more STEM fields.

How old is the oldest Barbie? ›

Barbie officially debuted on March 9, 1959, at the American International Toy Fair in New York City as a creation of Mattel, Inc.'s Ruth Handler. Handler got her inspiration from the German Bild Lilli doll in 1956, and development of the Barbie doll began soon after. Barbie was first sold in 1958.

How much is a 60 year old Barbie doll worth? ›

1959 to 1960s Barbies

A long way from her initial $3 price tag, a mint-in-box original 1959 Barbie doll is worth $8,000-$10,000 today, according to Reader's Digest.

What is the 1997 Holiday Barbie Mistake? ›

"quoted" '''' Many people think the error is the gold background and that this is special. This is not the case. The gold background is common and was not an error. What makes this doll special is that the doll has green eyes but the portrait on the back of the box (that features the same Barbie) has blue eyes.

Did Barbie say math is hard? ›

The 1992 version of Teen Talk Barbie voiced her disdain for arithmetic when she said, “math class is tough.” The American Association of University Women didn't like the message this sent to young girls. Mattel didn't recall the doll, but parents could switch their doll for one that wouldn't say the phrase.

Why was pregnant Barbie taken off the market? ›

The original Midge, waistline skinny as can be, was first introduced in the early 1960s. In 2002 she was pregnant, the subject of controversy, and was pulled from store shelves after parents complained the doll, packaged alone without family members, sent the wrong message.

What is the #1 Barbie movie? ›

#FilmU.S. original release date
1Barbie in the NutcrackerOctober 2, 2001
2Barbie as RapunzelOctober 1, 2002
3Barbie of Swan LakeSeptember 30, 2003
4Barbie as the Princess and the PauperSeptember 28, 2004
38 more rows

What are Mattel consumer demographics? ›

For Mattel, the demographic most often used is children, ages 0-15. Mattel is a toy manufacturer, providing toys and games for children.

What does Barbie represent in American culture? ›

Barbie was the exemplar "teenager" (a term first coined during the war years) who represented a "teen culture" that rapidly proliferated in the postwar years due to rising prosperity, spreading suburbs, and expanding leisure time.

Why boys should play with Barbies? ›

Experts agree that doll play is as helpful for boys, as it is for girls as they too need to develop the same emotional skills as girls and often are deprived of that sort of emotional exploration. Boys can benefit from self-expression facilitated by doll play especially with more diverse representation among dolls.

What are examples of demographics in the target market? ›

Some of these are gender, age, income level, race, education level, religion, marital status, and geographic location. Consumers with the same demographics tend to value the same products and services, which is why narrowing down the segments is one of the most important factors in determining target markets.

What is an example of a target market demographic characteristic? ›

Target markets are typically defined by a set of characteristics, which may include: Demographic information, such as age range, marital status, and income level. Geographic information, such as specific cities or zip codes. Psychographic information, such as interests, values, and lifestyles.

What does it mean when a girl is a Barbie? ›

Also called Barbie doll . a person, especially a young woman, perceived as blandly attractive and vacuous.

Why is there a Black Barbie? ›

In 1968, Mattel created Christie. Christie had the same body as Barbie so that their clothes were interchangeable. But her face was a new design intended to highlight the facial features of a Black woman. Many consider Christie to be the first “Black Barbie.” Christie was part of a series of talking dolls.

What is the Black girl in Barbie? ›

Grace first appeared in the Barbie film, Barbie: A Fashion Fairytale, where Grace appears as a black girl in ethnicity at the age of sixteen, the same age as Barbie and Ken (different characters from the Life in the Dreamhouse characters Barbie and Ken), where the Grace there, is a playful girl in the belief of aliens ...

Is it normal for a 13 year old to play with dolls? ›

As experts would tell you, there is no age limit for dolls. It may seem unusual in this day and age, but several 12-year-olds still play with dolls. And in a world where the internet is widespread, this may be a good thing.

Are dolls just for girls? ›

Boys Can too! This seems to be the question of the moment these days, but there are many reasons why it is good for boys as well as girls to play with dolls.

Did Barbie date a girl? ›

Though, it has since been confirmed that Barbie doesn't have a girlfriend, but she's a LGBTQ+ ally.

What is Barbie fashion called? ›

Barbiecore fashion is anything that references the fabulous world of Barbie,” explains personal and celebrity stylist Samantha Brown, “particularly in hot pink and bubblegum.” Celebrity stylist K.J. Moody agrees, describing the style as pink, pink and more pink.


Top Articles
Latest Posts
Article information

Author: Greg O'Connell

Last Updated: 19/08/2023

Views: 5956

Rating: 4.1 / 5 (62 voted)

Reviews: 85% of readers found this page helpful

Author information

Name: Greg O'Connell

Birthday: 1992-01-10

Address: Suite 517 2436 Jefferey Pass, Shanitaside, UT 27519

Phone: +2614651609714

Job: Education Developer

Hobby: Cooking, Gambling, Pottery, Shooting, Baseball, Singing, Snowboarding

Introduction: My name is Greg O'Connell, I am a delightful, colorful, talented, kind, lively, modern, tender person who loves writing and wants to share my knowledge and understanding with you.