M.G. Lord Quote
Instead of reworking the doll, Shackelford implemented a market segmentation strategy, which she thinks helped Barbie achieve record sales. She did this by segmenting the market, introducing dolls with different themes and then creating whole worlds around them. Beginning about 1980, Mattel issued separate dolls for each of the major play patterns. There was a hairplay doll that came with styling paraphernalia; a lifestyle doll that came with sporting equipment; and a glamour doll that came with a gaudy dress. The strategy benefited Mattel in two major ways: because the costumes were sold on dolls, Mattel could charge more for them, and the variety encouraged girls to own more than one doll.
M.G. Lord
Instead of reworking the doll, Shackelford implemented a market segmentation strategy, which she thinks helped Barbie achieve record sales. She did this by segmenting the market, introducing dolls with different themes and then creating whole worlds around them. Beginning about 1980, Mattel issued separate dolls for each of the major play patterns. There was a hairplay doll that came with styling paraphernalia; a lifestyle doll that came with sporting equipment; and a glamour doll that came with a gaudy dress. The strategy benefited Mattel in two major ways: because the costumes were sold on dolls, Mattel could charge more for them, and the variety encouraged girls to own more than one doll.
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About M.G. Lord
Mary G. Lord (born November 18, 1955) is an American author, cultural critic, and investigative journalist. She was a political cartoonist and columnist for Newsday. She is an associate professor of the practice of English at the University of Southern California.
She produces the podcast, LA Made: The Barbie Tapes with Antonia Cereijido.
She produces the podcast, LA Made: The Barbie Tapes with Antonia Cereijido.