Mattel has introduced a new toy under the Barbie name that has become very popular among consumers. It is half toy and half electronics. This item is titled “Barbie Girls” and provides two different uses for young girls. At first glance, one would think that this item is a more futuristic looking Barbie doll. However, Barbie Girls are not dolls at all. They resemble Barbie, but are actually MP3 Players and a means into an online virtual world where girls can create their own lifestyle.
Owners of Barbie Girls MP3 players can connect the device to a computer and play games online. The Barbie Girls website is like Second Life for kids. Young girls can have pets, change fashions, hang out with friends and more. This online world can be very fun as it offers a very suitable way for kids to have fun. Mattel described Barbie Girls as being next-generation fashion dolls and MP3 players all in one. After being the source of numerous toy recalls in 2007, it seems that Mattel has gone back to one of the company’s most popular doll to retain its public image.
Barbie has not been as popular for some time given the high demand for Bratz dolls, a very hip competitor in the toy market. The new line of Barbie Girls MP3 players appears to be an attempt to revamp the public reputation of Barbie Doll once again. One key factor that Mattel may be missing out on is the vast difference between electronics and dolls. The basic Barbie is a trendy doll, yet Barbie Girls MP3 Players do not look very fashionable. Therefore, it may be tough for these new toys slash electronics devices to replace the Barbie doll.
Young girls can purchase new hairstyles and outfits to “snap” onto Barbie Girls MP3 players. While they offer more customization, these are very limited options compared to an actual Barbie doll. Hard snap-on hairstyles and fashions are not the best. It would become very costly to consumers who purchased one dozen hairstyles for Barbie Girls MP3 players compared to owning one Barbie doll whose soft hair can be styled in a variety of ways. The clothing and hair on a Barbie doll can be changed without any additional cost. That brings up the wonder of whether or not Mattel is just trying to gain more revenue. This would not be a surprise given the possible drop in sales due to Barbie’s competition with Bratz dolls and frequent toy recalls.
The limited amount of flexibility with Barbie Girls introduces a creative but failed approach to upgrade Barbie’s image. A fashion doll is not an electronics device. While it may be clever to try and combine the two, Barbie Girls MP3 players are not the best option for girls who just want to play with dolls. They should be viewed as mere electronics devices because their features far outweigh that of one simple toy. The $60 price tag alone separates Barbie Girls MP3 players from their fashion doll counterparts.
The cost is similar to MP3 Players and Special Edition or Collector’s dolls. An average fashion doll costs between $10 and $20. Still, it does not mean that Barbie Girls MP3 players are not worth buying. Mattel’s introduction of technology with this item is modern and works well for the target audience. Personal CD players have almost become obsolete as consumers prefer MP3 players. While adults use them often it is no surprise that young girls will want to own them as well. Barbie Girls MP3 players are attractive starter electronics that can be enjoyed by young girls all over the world. The ability to participate in a Barbie themed online virtual world and play dozens of songs should be the only expectations with these products. It would be best for consumers who prefer more styling options for their daughters and nieces to purchase actual Barbie dolls instead.
A consumer review of the Barbie Girls MP3 Players stated that some Barbie software brought along spyware problems. It also stated that a customer service representative concluded “we’re a toy company!” when confronted with issues regarding the Barbie Girls MP3 Players and home computers. Such a claim is ironic since Barbie Girls are being marketed as next-generation fashion dolls. Providing bad customer service and causing spyware problems will not make people want to purchase these MP3 Players or any Barbie merchandise that comes with software. That is one area that would be beneficial to both Mattel and consumers if it were focused on more. It is also important for consumers to understand that Barbie Girls MP3 players are just electronics devices, not new or next-generation Barbie Dolls. The difference is clearly evident no matter what is stated in their description.
