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Barbie dolls

Barbie does not seem to be as popular as she once was.... What kind of competition is she facing? Does she have problems with her brand image? If so, how can that be fixed?

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Barbie has rule the Doll industry for nearly 50 years. However, Barbie's market share and monopoly like situation in this industry is taking a bashing due to extreme competition from new entrants, such as the "Bratz" doll.

In 2001 MGA Entertainment, a small toy company in California, unveiled this new brand which has posed serious threats to Barbie. In the six years since then 125 million Bratz have sold worldwide, and it has become the top fashion doll in Britain. Global sales of Bratz products reached £1 billion in 2005; sales of Barbie remained higher, at £1.5 billion, but they declined by 12.8 per cent. According to Sean McGowan, an industry analyst, Bratz has now ...

Solution Summary

Barbie has rule the Doll industry for nearly 50 years. However, Barbie's market share and monopoly like situation in this industry is taking a bashing due to extreme competition from new entrants, such as the "Bratz" doll.

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