Barbie (2023): An Analysis of Mattel's Positioning of the Barbie Brand Throughout the Decades and how Barbie (2023) Served as a Crucial Point in the Changing of Perceptions of the Iconic Doll.

Author

Alejandra Gomez, University of Arkansas, FayettevilleFollow

Date of Graduation

5-2024

Document Type

Thesis

Degree Name

Bachelor of Science in International Business

Degree Level

Undergraduate

Department

Marketing

Advisor/Mentor

Jensen, Sarah

Abstract

This paper is a deep analysis of the positioning of Barbie by Mattel Incorporated. It analyzes what exactly is Mattel’s positioning of the Barbie brand before diving into a study into whether Barbie (2023) impacted this positioning at all by changing stereotypical perceptions of Barbie. The study consisted of 200 participants answering a survey that gathered their perceptions of Barbie. The 200 were then divided into groups who watched Barbie(2023) and groups who did not to further measure whether perceptions of Barbie (2023) were changed by the film which displayed Barbies as being diverse and had feminist themes.

Keywords

Barbie; Barbie Movie; Barbie (2023); Feminism; Marketing; Brand

Citation

Gomez, A. (2024). Barbie (2023): An Analysis of Mattel's Positioning of the Barbie Brand Throughout the Decades and how Barbie (2023) Served as a Crucial Point in the Changing of Perceptions of the Iconic Doll.. Marketing Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/mktguht/88