The marketing tricks that have kept Barbie's brand alive for over 60 years
- Written by Sameer Hosany, Professor of Marketing, Royal Holloway University of London
Rejected by the toy industry at first, Barbie is now one of America’s most trusted brands. “She” – the 11.5 inch blonde doll, but also her brand persona – generated worldwide sales of around US$1.5 billion (£1.3 billion) in 2022, and has a brand value of US$590 million.
Barbie debuted on March...