Mattel's
Commitment to Ethics
Core Product: Barbie
Barbie is one of Mattel’s major product lines, accounting for more than 50% of its sales. In the summer of 1998, the toy giant company announced that it would pay $700 million to Pleasant Co., maker of the American Girls collection, a well-known line of historical dolls, books, and accessories. Aged roughly nine years old and sold exclusively through catalogs, the American Girl dolls have a wholesome and educational image – the antithesis of the Barbie. This move by Mattel represents a long-term strategy to reduce reliance on traditional products, and take away from the stigma surrounding the
"perfect image" of Barbie. Not everyone can be skinny with a tiny little waist and full upper body like the popular doll. However, Mattel is working extensively to replace the feminist view of Barbie as a symbol of America’s obsession with unattainable physical beauty. In response to criticism and the need to keep the brand strong, the company is developing a more modern version of Barbie, with a smaller chest, larger waist, and softer hairstyle.
In addition to the American Girls acquisition, Mattel chairman Jill Barad said that the company plans to open a new flagship Barbie store in Beverly Hills, CA., and make its first serious foray into publishing and other emerging products and marketing techniques. For example, for the Christmas season of 1998, Mattel first used the Internet to market its products. Also, more CD-ROM games of Barbie are being introduced.