Instead of reworking the doll, Shackelford implemented a market "segmentation strategy," which she thinks helped Barbie achieve record sales. She did this by "segmenting the market," introducing dolls with different themes and then "creating whole worlds around them." Beginning about 1980, Mattel issued separate dolls for each of the major play patterns. There was a "hairplay" doll that came with styling paraphernalia; a "lifestyle" doll that came with sporting equipment; and a "glamour" doll that came with a gaudy dress. The strategy benefited Mattel in two major ways: because the costumes were sold on dolls, Mattel could charge more for them, and the variety encouraged girls to own more than one doll.
( M.G. Lord )
[ Forever Barbie: The ]
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