Magazine article Communication World

A Look In

Magazine article Communication World

A Look In

Article excerpt

Branding starts early. How early? If my daughter is any indication, it starts in the toddler years.

"I like the Barbie ones!" was my 3-year-old's statement in her sweet but insistent little voice when we were out buying shoes. She had spotted the logo and there was no turning back. The battle line had been drawn.

Originally inspired by "Lilli" dolls from Europe, Barbie" was first marketed in the U.S. by Mattel in 1959. A striking blonde with a voluptuous figure Barbie caused quite a stir right from the beginning. But she quickly settled into the preteen toy market.

More than 40 years later, the Barbie brand is ubiquitous. What's more, the motif has extended to toys and clothing items for even very young children. Barbie is also technosavvy. She has an impressive web site (www.barbie.com) that promotes every Barbie item imaginable.

To my daughter, Barbie stands for everything that is fashionable, pretty--and most important, pink. …

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