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How Marketing Tricks Have Kept Barbie’s Brand Alive For Over 60 Years

By in Art World News

How Marketing Tricks Have Kept Barbie’s Brand Alive For Over 60 Years
Rejected by the toy industry at first, Barbie is now one of America’s most trusted brands. “She” – the 11.5 inch blonde doll, but also her brand persona – generated worldwide sales of around 1.5 billion US dollars (1.3 billion pounds) in 2022, and has a brand value of 590 million dollars.

Barbie debuted on March 9 1959 at the New York International Toy Fair as Barbie Teenage Fashion Model. Sixty-four years later, the doll continues to be the subject of cultural, sociological and psychological interest. By creating an iconic brand with special meaning for fans of all ages (Barbie is marketed to children aged three and older), toy company Mattel has successfully extended the lifecycle of the Barbie brand for well over half a century.

Barbie is also a polarising figure. The brand embodies the notion of a “double bind”, celebrated as an inspirational role model while at the same time blamed for creating unrealistic expectations of women, particularly when it comes to how they should look.

But while most toys remain popular for only two or three years, Barbie’s long-term success reflects Mattel’s responsiveness and adaptability to the changing cultural and political discourse in society and around this doll. So how has the company done it?

Suggested Reading: Mattel Introduces Barbie With Down Syndrome: Why Is This Move Ground-Breaking?

Barbie Brand

A Barbie Girl, In A Barbie World

Research shows there are many ways to build and sustain brand characters, but Mattel has used a “multiply” strategy for Barbie. This has involved introducing other characters that play supporting roles in Barbie’s “world”.

Over the years, these supporting acts were introduced to portray Barbie’s relationship with friends and family. First there was Ken (1961), Barbie’s boyfriend, then her younger sister Skipper (1964), followed by friends including Midge (1963) and Christie (1968), the first black Barbie character.

The storylines and individual characteristics of these additional characters connect to Barbie’s persona and increase brand visibility. Mattel has also used storytelling tactics such as announcing that Barbie and Ken had officially broken up on Valentine’s Day in 2004 (they got back together in 2011). Such stories resonate with fans’ emotions, sustaining interest in the brand.

These tactics typically work for a while, but how has Mattel sustained true brand longevity for this long? There are many strategies designed to revitalise mature brands. Mattel successfully extended Barbie’s brand to capture new audiences, drive growth and expand into new types of products beyond dolls.

This is a risky endeavour if the brand is stretched too far. But Barbie’s brand has been successfully extended into other profitable categories such as clothes, accessories, cosmetics and entertainment (music, movies and games). And now, after several computer-animated, direct-to-video and streaming television films, Barbie’s first big budget, live action movie will be released in cinemas in July 2023.

Early reports suggest the movie – helmed by Oscar-nominee Greta Gerwig, who also directed Little Women (2019) and Lady Bird (2017) – is likely to be rated PG-13. This is not the “universal” rating you might expect for a film about a popular toy. It hints at another strand of Mattel’s successful Barbie branding strategy: nostalgia.

Life In Plastic, It’s Fantastic

Alongside ongoing efforts to appeal to young girls, Mattel also deliberately targets older consumers. Specific objects – not just toys but clothes, food such as sweets, or even items like vinyl records – can give a physical form to a set of attitudes, relationships and circumstances for people. This evokes a powerful sense of the past.

This kind of nostalgia generates trust and positive attitudes towards a brand, influencing consumer preferences when it comes to choosing between toys.

In addition to the upcoming film, Mattel has attempted to capitalise on the nostalgia Barbie evokes in other ways. It sells more sophisticated designer and limited edition lines of collectible dolls aimed at adult fans, for example. These items are typically sold in speciality or boutique stores, and carry higher price tags than the average doll.

Criticism Of Barbie

As Barbie’s brand has expanded and evolved, the doll has also encountered criticism. Over the years, Barbie went through many transformations to look more confident, and was marketed as having many life options, particularly when it comes to work. There are now Barbie dolls representing more than 200 careers – from astronaut, surgeon, paratrooper, game developer, architect and entrepreneur to film director and even US president.

But critics have argued that these career dolls are a “misfire attempt at inspiring girls”. This negative perception of the brand’s moral vision is linked to the notion that Barbie is rooted in an ideal of femininity that still characterises women by their physical appearance.

science barbies for covid, barbie

Barbie has been accused of promoting unrealistic body standards, stereotyping and objectification of women, as well as having a negative influence on girls’ self-esteem and body image.

So, faced with declining sales and competition from smaller brands offering dolls with more realistic body types (such as Lottie and Lammily), Mattel launched “Project Dawn” in 2016. This included the launch of Fashionistas, a line of Barbie dolls with different body types (curvy, petite and tall) and abilities, skin tones and eye colours, as well as hairstyles and outfits.

But research suggested that young girls aged between three and ten preferred the original tall and petite dolls. They were negative about “curvy” Barbie, and this doll also received intense public scrutiny.

In 2017, Mattel took another significant step by introducing ethnically and racially diverse dolls of different nationalities, including the first hijab-wearing Barbie doll. However, this approach prompted criticism that Mattel was treating race and ethnic differences as “collectible”, and commodifying culture.

Despite this, Barbie continues to be a toy that many children play with. The longevity and iconic status of the doll is a tribute to Mattel’s astute marketing and reinvention efforts. These have helped the brand remain relevant even now, 64 years after it was launched.

Sameer Hosany, Professor of Marketing, Royal Holloway University of London published this article first on The Conversation.

The Conversation

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Cheyenne River Youth Project releases short film; Announces artists and guests for 2023 RedCan invitational graffiti jam

By in Native

Cheyenne River Youth Project releases short film; Announces artists and guests for 2023 RedCan invitational graffiti jam

In less than two months, the Cheyenne River Sioux Reservation will be ground zero for the 9th annual RedCan invitational graffiti jam, the first and only event of its kind in Indian Country. RedCan is scheduled for July 5-8, 2023, and is open to the public.

The Cheyenne River Youth Project announced the names of the 12 featured artists who will paint murals around the Eagle Butte community on July 5-6 and in CRYP’s public Waniyetu Wowapi (Winter Count) Art Park on July 7-8. The grassroots, Native- and woman-led nonprofit organization also unveiled a short film about the RedCan project titled “Changing the Narrative.”

“Five of our 2022 featured artists were Native women, and all five are returning this year,” said Julie Garreau, CRYP’s executive director. “We are excited to amplify their voices, perspectives and gifts through this little film, just as we are honored to welcome them back to Cheyenne River for four more days of creation, connection, cultural exchange, and the healing, transformative power of art.”

Those artists are 179, Lucious, Rezmo, TamiJoy and Yukue. Also part of the Redcan 2023 lineup are East, Cyfi, Hoka, Biafra, Wundr, Lawst and Desi Mundo.

During the four painting days, each artist will work closely with a CRYP Lakota Art Fellow or teen intern. These young Lakota art students will be able to learn new skills and practice new techniques as they assist the artists.

“This mentorship is a vital part of RedCan,” Garreau explained. “Not only does it bring Native and non-Native artists from across the country to our homelands, giving our community members a priceless opportunity to engage with the largest art movement in the history of humankind, it also gives our young people opportunities to explore their identities, share their voices and stories, and grow as artists.”

“I’m excited that even more teens are interested in participating in RedCan this year,” said Wakinyan Chief, CRYP’s art manager. “One of our programs assistant trainees completed several teen internships with us, and he’s heading into his third RedCan. Every couple of weeks, he tells me how much he’s looking forward to this summer’s event.”

Most of the featured artists have participated in multiple RedCans, as well; in fact, some have participated since the inaugural event in 2015. According to Garreau, that has deepened the RedCan experience in ways that she and her staff couldn’t have anticipated in the beginning.

“We’ve seen lifelong friendships develop, and the artists often refer to RedCan as a family,” she said. “That is profoundly moving to all of us at CRYP, because relationships lie at the heart of everything we do. And as we strengthen the bonds between us, we also see beautiful collaborative work develop — particularly between our guest artists, local Cheyenne River artists, and our young art students. It’s such an honor to witness this unfold year after year.”

While the artists paint in the community, CRYP and its volunteers will host youth arts, crafts and recreational activities at dedicated community sites. Then, when the artists move to the art park, the action moves with them.

“In the past, our two days in the art park have included DJ music, Lakota exhibition dancing, field day games, arts activities, hoop-dancing classes, and so much more,” said Jerica Widow, CRYP’s programs director. “It’s a joy to see the kids learning and having fun while family members and guests stroll through the park, enjoy the music and dancing, and watch the artists work.”

Community members also frequently gather at the mural sites in town, and not just the new ones. Garreau noted that, last year, CRYP staff witnessed people stopping at the older murals as well and discussing the details of the artwork with their companions.

“Our community really has embraced RedCan,” she reflected. “Throughout each year, as we drive or walk around town, we see all of this art — literally hundreds of murals since RedCan began — that uplifts us and reflects who we are as Lakota people. It is really powerful.

“For me, it’s a centering point,” she continued. “That’s so important, because the work we do here can be really challenging.”

On Friday and Saturday, July 7-8, CRYP will close each painting day in the art park with a free community meal and special performance on the Waniyetu Wowapi Art Park stage. Cheyenne River Lakota and Crow Creek Dakota rap artist, producer and sound designer Bazille will perform Friday night.

The Wake Singers, an Olgala Lakota rock band comprising cousins Douglas, Michael and Reed Two Bulls, will take the stage on Saturday. And, as always, the Cheyenne River-based Wakinyan Maza drum group will open and close each day of RedCan with a prayer, smudging and drum song for all who wish to participate.

CRYP will share more specific details about this year’s youth activities, community meals, and special performances in June. In the meantime, to view the new “Changing the Narrative” short film, visit CRYP on Vimeo at vimeo.com/lakotayouth (direct link: https://vimeo.com/793015587).
To learn more about this year’s RedCan artists and performers, and to make a tax-deductible contribution to support RedCan 2023, visit www.lakotayouth.org/redcan. All proceeds will be used to purchase paint, artist supplies, food and beverages, and to help cover the artists’ travel expenses.
And to learn more about the Cheyenne River Youth Project and its programs, and for information about making donations and volunteering, call (605) 964-8200 or visit www.lakotayouth.org.

In 2022, acclaimed hoop dancers The Sampson Brothers performed on RedCan’s final evening.
Photo credit Cheyenne River Youth Project.

Featured artists paint at mural sites in the community for RedCan’s first two days, then paint in the art park during the event’s final two days.
Photo credit Cheyenne River Youth Project.

Shoot Your Best Street Photography with the Panasonic S5 II

By in Photography

Shoot Your Best Street Photography with the Panasonic S5 II

Street photography: it’s the act of documenting the world around you as it happens in a public setting. These days, some of the best street photography is done when displaying the current state of humanity or sometimes by simply looking at people as fixtures of urban geometry. The Panasonic S5 II is a positively incredible camera for a host of needs that photographers have — including street photography. With a full-frame sensor that performs impeccably at high ISOs and a secret weapon inside, there’s a lot to love here.

This piece is presented in partnership with Panasonic. We’ve independently and ethically reviewed all the products in this post already without sponsorship. And we worked with them to recommend a few key gems to you.

The Best Gear for Street Photography with the Panasonic S5 II

Some of our recommendations for the best gear to use with the Panasonic S5 II (buy one here) for street photography are:

  • Panasonic 50mm f1.8 Lumix S: Small, weather resistant, and packing fantastic image quality. The 50mm field of view is what so many famous street photographers have chosen over the years. You can put a bit more distance between you and your subject when you use this lens. Check out our full review of this lens.
  • Panasonic 35mm f1.8 Lumix S: All the benefits of the 50mm f1.8 but with a wider field of view. We recommend you get a bit closer with this lens. Check out our full review of this lens. Always remember that weather-resistance helps with a bunch of other factors like keeping your camera’s sensor clean and the overall reliability of the product.
  • Panasonic 24mm f1.8 Lumix S: Best for when you want to tell a more environmental story with all the benefits of the other lenses we spoke of. Check out our full review of this lens. To make sure that your autofocus is always snappy, make sure to use isopropyl alcohol to clean the lens contacts and camera contacts.

These three focal lengths are some of the most common options for street photography. Lucky for us, the Panasonic S5 II uses the Leica L mount. One of the really awesome things about this mount is the large variety of lens options you’ve got available to you. Not only can you adapt some beautiful vintage lenses, but notable lens manufacturers also make lenses for Leica L mount. This lets you stay versatile and create a whole host of different looks.

If you really must use autofocus though, then know that thanks to the previous firmware updates, the S5 (and now the S5 II) are good for street photography. You can also use other camera tricks like the quick-AF feature and more. We’ve got an entire article on getting more from the Panasonic S5 II’s autofocus right here.

Believe it or not, this is really all you need to get started. So let’s dive deeper into how to use the gear.

All About Zone Focusing

Sure, the Panasonic S5 II has autofocus; and in the continuous focus setting it can do a good job. But one of the fantastic things about the S5 II that so many photographers have asked for is better focus peaking in manual focus mode. The video shooters have known about this for years, and lots of other photographers don’t really pay it any mind. But it’s a legitimate feature. When enabled, focus peaking highlights and puts little lines around whatever is in focus within the scene. One of the reasons we’re highly recommending Panasonic’s lenses is the full lens and camera communication. This means that you’ll get the most accurate focusing possible.

Now all you have to do is use what’s called zone focusing. Zone focusing is the act of stopping a lens down and focusing it away to a certain distance. The laws of physics state that the further out you focus a lens, the more of the scene will be in focus at a given aperture. With zone focusing, it’s often a splendid idea to stop the lens down to around f5.6 to 8 and focus maybe 5 to 6 feet away. The Panasonic S5 II and the lenses we’re using are bound to get something in focus from 8 to 4 feet away because the lens is stopped down.

Here are a few other tips:

  • Don’t let the camera go to sleep, otherwise, you could miss the shot
  • You don’t need to use the viewfinder for this. This lets you shoot in any way you can creatively think of. Lots of people just understand what the field of view looks like, move to their subject, and just shoot.
  • Because you’re focused a certain distance away, your subjects are bound to be in focus with zone focusing
  • Shoot in continuous burst mode. You don’t need to shoot at a high burst rate. Just in case, the Panasonic S5 II can shoot up to 30 frames a second. And you can see what it’s capable of doing in our full review of the camera. Our reviews aren’t sponsored, so keep that in mind when you’re reading.

With time, zone focusing will be one of the best things you do.

Make it Look Like Film!

Now here’s the Panasonic S5 II’s secret weapon: Real Time LUT. You can load video and movie Look Up Tables onto the camera to make the image quality look like 35mm and 120 film. Alternatively, you can use Panasonic’s own looks like L Classic Monochrome to get a nice black and white look.

Note that Real Time LUT only applies to the JPEG photo. So we recommend shooting in RAW + JPEG. However, most of the time, we don’t even end up using the RAWs we shot because we’re so happy with the JPEG results. Crazy, right?

As you’re shooting, keep in mind the ideas around zone focusing. Remember how far away the camera is focusing as you’re walking around. When doing that, all you’re going to have to do is focus on the composition of the scene. You won’t even need to autofocus! And with how small, lightweight, and durable the Panasonic S5 II is with any of these lenses, you’ll want to shoot all the time.

On leaving room for magic

By in Printmaking

On leaving room for magic
Visual artist and musician Nathaniel Russell discusses taking risks, accepting your shortcomings, being present in the moment, and what you can learn from repetition.
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