How Barbie plans to approach the next ‘big thing’ for the brand. Mattel, Inc. senior vice-president of Barbie and global head of dolls says she knows the “power” of the Barbie brand, something the business will be leaning on as it celebrates its 65th anniversary. https://lnkd.in/eU9mE8GD
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A great win for Mattel thanks to Richard Dickson and an even better move by Gap Inc. indeed! Barbie’s current domination goes to show that marketing is a lot about telling a story and not just selling your product. This is going to be talked about for years to come especially because it’s backed by numbers - $162 million over the first three days! I’ve been following the Barbie craze (like everyone else) and it’s safe to say that I loved each and everything thing about how it was done. Right from the iconic red busses in London turning pink to how brands jumped on the bandwagon with their own versions. It’s a beautiful case study. Some of my key takeaways: - Branding does NOT show results overnight. It’s a gradual process that requires a long-term vision and aligned actions. - Strategic upselling and cross-branding should be part of your strategy. It’s a great way to engage a wider range of audiences and add value to your marketing efforts. - It is all about the experience at the end of the day. How you make your audience feel is the most important part of your business. What are your thoughts? #BarbieMarketing #BarbieTheMovie #CrossBranding #Storytelling #BarbieMania #MarketingCampaign #Barbie
Gap Inc. has tapped Richard Dickson, president and chief operating officer at toymaker Mattel, to be CEO, effective next month, the company announced Wednesday. Dickson, who joined Mattel in 2000, led the company’s efforts to breathe new life into its legacy brands in recent years, including Barbie, Fisher-Price and Hot Wheels. His success is most visible than the current domination of the movie Barbie in the box office, which broke records when it debuted over the weekend. Gap is now hoping that Dickson can replicate his formula to reinvigorate its ailing namesake brand, as well as the rest of its portfolio, which includes Old Navy, Banana Republic and Athleta. “Richard has invaluable expertise in areas critical to the work Gap Inc. is doing to strengthen the company for the long term,” lead independent director of Gap’s board, Mayo A. Shattuck III, said in a statement. Learn more https://bit.ly/3q72TFo #FashionNews #Barbie
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In a recent development, Vans, a VF Company, and Walmart have resolved a significant trademark dispute concerning the sale of shoes with striking similarities. The dispute, which commenced in 2021, saw Vans accusing Walmart of violating their intellectual property rights, specifically citing trademark infringement, unfair competition, and false designation of origin. The origins of the conflict date back to November 2021 when Vans filed a complaint against Walmart, along with The Doll Maker and Trendy Trading. The allegations centered around the sale of more than 20 pairs of shoes that Vans claimed infringed upon their intellectual property rights. The settlement marks the conclusion of an extended legal battle, during which Vans secured a preliminary injunction against Walmart, restraining the sale of the contested shoes. At the heart of the matter was Walmart's sale of shoes closely resembling Vans' iconic Old Skool, Sk8-Hi, and Checkerboard Slip-On designs. Vans argued that not only were these shoes of inferior quality, but they were also confusingly similar to their products, thereby causing damage to their reputation and goodwill. Despite the preliminary injunction, Vans accused Walmart of disregarding the court order and persisting in selling these lookalike shoes. This case underscores the formidable challenges faced by fashion brands in addressing the prevalence of lookalike products and packaging, a prevalent issue in the UK for fast-moving consumer goods (FMCG) brands. Beyond the specifics of the dispute, the case offers crucial insights for brand owners, highlighting the necessity of a robust strategy for safeguarding and enforcing intellectual property rights against lookalike products. Furthermore, it emphasizes the importance of gathering and preserving evidence of a brand's reputation and consumer perception—critical elements for a successful legal challenge against lookalike products. Brand owners are advised to ensure they possess the appropriate registrations to effectively counter lookalikes and to establish a comprehensive strategy for the protection and enforcement of those rights. In conclusion, the Vans-Walmart dispute provides valuable lessons regarding the intricate nature of combating lookalike products. It sheds light on the indispensable role of evidence and enforcement strategies in safeguarding and upholding intellectual property rights. Brand owners, in particular, should heed these insights as they navigate the complex landscape of intellectual property protection in the face of increasing challenges posed by lookalike products. #intellectualproperty #IPinfringement #trademarks #trademarkinfringement #brandprotection
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Seasoned Business Leader | Ex-Alumni of Microsoft, Sony Ericsson, Canon, 3M | Passionate Guitarist & Explorer | JBIMS Alumnus
🚨 Insights on Nike's Recent Struggles 🚨 I read with interest Nike's recent challenges, highlighted in this WSJ article. Once revered for its culture of innovation and cutting-edge athletic footwear, Nike finds itself grappling with some major challenges : 1) Shift Away From Retail Partners : Nike’s decision to sever ties with longtime retail partners like DSW, Urban Outfitters and exit from retail saw the termination of a third of its sales partners and less merchandise sold to Footlocker, Macy’s. The move was aimed at a direct-to-consumer focus and the decision underscores the challenges of balancing innovation with established partnerships in a changing retail landscape. 2) Strategic Missteps and Stalled Sales : Despite aspirations to position itself as a future tech company, Nike's recent sales figures tell a different story. Flat sales and a 24% YoY decline in shares highlight a loss of momentum in the market. Its CEO's strategy to boost disruptive innovation and focus on digital channels has faced challenges, with the company struggling to meet its ambitious targets resulting in layoffs. 3) Tech Investments and Operational Delays : Nike's push towards digital sales and tech integration hit roadblocks with delays in implementing its new platform S/4HANA. This multibillion-dollar endeavour aimed to streamline operations, inventory, and enhance digital sales - but has fallen behind schedule, leading to layoffs even in its global technology group which includes some AI team . The company's reliance on specific partners for digital sales hasn't yielded the expected results, further complicating its recovery efforts. 4) Lost Ground In Critical Categories : Nike's missteps in re-prioritizing certain product categories, such as neglecting the running segment and focusing on high-profile franchises like Air Jordan and Dunk, have eroded its market position. The shift away from affordable footwear options and a dilution of product exclusivity have alienated segments of its consumer base. In navigating these challenges, Nike faces a pivotal moment requiring strategic reassessment and agile adaptation. For many companies and executives, it’s imperative to learn from industry giants like Nike and recalibrate strategies to stay ahead in an ever-evolving market landscape. #Nike #Ebusiness #Retail #DigitalTransformation #Strategy #BusinessInsights https://lnkd.in/gVJPMVSi
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Digital economy, technology and law in Asia | Counsel @ Ashurst, Asia lead @ Ashurst Advance | LegalTech | NewLaw
Very interesting longform profile, particularly for the sneakerheads and how difficult it is to get digital strategies right during and post-pandemic. #Nike #digitaleconomy "Since the pandemic, Nike has lost ground in its critical running category while it focused on pumping out old hits and preparing for an e-commerce revolution that never came. The moves, current and former employees say, have eroded a culture of innovation and edginess that made Nike one of the world’s best-known brands. Donahoe had told The Wall Street Journal in 2020 that his No. 1 priority when taking over the company was “don’t screw it up.” Four years later, the company is unwinding key elements of the CEO’s strategy that have backfired as a growing number of upstarts nip at its heels. Among the reversals: As Covid raged and more shopping moved online, Nike cut ties with longtime retail partners such as DSW and Urban Outfitters and tried selling more merchandise directly to consumers. It is now asking some of those stores for help clearing out its overstuffed shelves and warehouses. The strategic missteps have animated a debate inside the company about its identity. In its zeal to boost digital sales, some current and former employees say, Nike veered from its roots as a maker of cutting-edge footwear for serious athletes. It has opened itself to competition from newcomers such as On and Hoka, which have borrowed from the playbook that fueled Nike’s rise—including focusing on sport over lifestyle, and taking risks on innovation."
Nike Reverses Course as Innovation Stalls and Rivals Gain Ground
wsj.com
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After seeing the Barbie movie—and how hilarious Will Ferrell’s depiction of the Mattel CEO was—I had to do some research about the real life CEO, Ynon Kreiz. I loved that he embraced the bumbling portrayal of what it means to be a male CEO overseeing a company that’s geared towards women in order to make the product better. His humility—and inclination to put the customer needs first—helped to make this launch such a huge success. What do you think of his approach to not taking himself too seriously? “The goal was always to make something very special,” Kreiz says. “This was not about making a movie. This was about creating a cultural event that will reach, engage, and touch consumers all over the world…This has been a great partnership with Warner Bros. that brought their marketing capabilities and distribution platform, and then what we do on our end, we specialize in demand creation. We know how to market Barbie and how to create a cultural conversation around the brand. We typically do that without a movie. When you have such a strong proposition in the marketplace, we can amplify that and create the type of excitement that you’re seeing right now globally.” https://lnkd.in/g6fpVGUu #barbie #barbiemovie #thebarbiemovie #entertainment #mattel #ceo #ynonkreiz #leadership
This Ken Is CEO: An Interview With Mattel’s Ynon Kreiz
vanityfair.com
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Founder of @TheFrenchMarketer, driving impactful brand strategies and high ROI campaigns. Passionate about turning ideas into successful projects. I also host @StartMeUp, a top podcast on entrepreneurship and marketing.
Barbie has died! But it looks like the Fenix will rise from the ashes sooner than expected. The release of Barbie, the most eagerly awaited event of the year among movie fans, comes at a tense time for Mattel. During Q1, sales at the company that owns Barbie fell by 22% to 815 million dollars, partly due to inflation. The Barbie we all know is entering her 64th year. And as you can imagine, in over 60 years, you have to grow with your consumers and reinvent yourself if you don't want to disappear. By making this new film starring Margot Robbie and Ryan Gosling, Warner Bros and Mattel hope to enter a new era. Moreover, being omnipresent is a strategy that the company initiated back in 2016 with the arrival of a new CEO, Ynon Kreiz. With this film directed by the great Greta Gerwig, Mattel is leading a giant and powerful marketing strategy, still embracing the goal of omnipresence by making partnerships with brands like Airbnb , Zara, L'Oréal, Crocs or Primark. 👉 The aim would be that as soon as you see pink = you think of Barbie. P.S. What do you think of this strategy?
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The Barbie Boost: Mattel Has Sold a Lot of Dolls This Year. Following one of the most successful movie marketing campaigns in recent memory — complete with pink Airbnbs, partnerships, billboards and a release that took on a life of its own alongside Oppenheimer — #Barbie has cemented itself as the biggest movie of the year. And, #Mattel, the toymaker behind the original Barbie doll, is benefiting doubly from it. On Wednesday, the company reported a 16% YoY increase in gross billings in Barbie toys for its third quarter, propelling the company's #doll category to an impressive 27% growth and boosting overall sales by 9% YoY to $1.9B. The hit movie, directed by Greta Gerwig, raked in more than $1.4B at the global box office, becoming the highest-grossing #movie of the year — edging out another fictional character, Super Mario, for the top spot. The success of the doll-to-blockbuster crossover has given Mattel renewed momentum — the key challenge is, of course, how to maintain it. The company’s plan? More of the same, with movies in the works that feature the toymaker's other beloved brands including #Barney, Hot Wheels, and Polly Pocket. JSesko@meridianfinance.com 818-914-9271 #tradecreditinsurance
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Hot Take: Barbie is everywhere! If you haven't heard the term "Barbiecore", I'm sure you will start to see it everyone. Barbie mania is real. It's rumored that Warner Brothers spent 100 Million on marketing for the new movie. As I was chatting with my class about product life cycle, I couldn't help but to think about the repositioning aspect of the Barbie brand in it's maturity stage. With this new movie, Mattel can tap into a younger generation that may have deemed the Barbie brand as "out of touch" (https://lnkd.in/egw_Qucq) with its partnerships, such as Boohoo and NYX Cosmetics. Google even changes color and has special animation when you search "Barbie movie". The brand also can create nostalgia for the older generation. Not for nothing, hate it or love, Barbiecore is on the rise, thanks to a hefty marketing budget. Do you think it will last or quickly fade away?
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GAP is bringing former Mattel President & COO Richard Dickson in to run the brand as their new CEO. As Mattel President, Dickson pioneered the revitalization of the Barbie brand, and introduced diversity and inclusivity initiatives to modernize the brand for the consumers of today. His strategy for Barbie has gained immense traction, especially over this summer with the release of The Barbie Movie. Dickson aims to apply a similar strategy with GAP, bringing the brand back to the forefront of contemporary culture. What do you think? Can Dickson help GAP make a comeback? #mattel #gap #barbie #thebarbiemovie
Three things Gap’s incoming CEO can do to make the brand relevant again
fastcompany.com
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