actors lowest price list prednisone over the counter substitute india aciphex buy citalopram no prescription cheap search,translate,google,http,pharmac... pergotime blue force escitalopram generic reviews canada pharmacies cialis generic propecia names my canadian pharcharmy cialis for daily use free trial no presacription acivir dt 800 arginina crestor 10mg overnight valtrexz lidocaine cheap generic viagra us levitra 5 mg online buy viagra for women online carbozyne cheapest price online viagra generic equivalent fucidin a cosa serve reichlox get cialis very cheap obat cytotec buy ventolin evohaler online lavitra manufacturer actoplus met buy online cialis and levitra together cialis20mgkaufen where can i purchase olanzapine uk healthy male viagra clomid oral tablet 50 mg order online buy doxazosin metoprolol and weight gain kamagra online uk next day delivery voveran lowest price z10 buy prednisone witout a prescription accutane online approved lasix mexico best buy canada drugs colchicine cialis cheapest price target canadienpharmacy buy vpxl buy aricept side b2 agonistas ereccion serevent cheapest price range 121 dth 24b kamal kunj sv road stone worktops buy promethazine without prescription how to stop flushing with viagra drug spironolactone for cheap canadian pharcharmy online viagra buy generic viagra with paypal comprar cialis original online pharmacy for valium best online pharmacy review 108 buy cialis online using echeck buy chemo pills online buy prednisone 20 mg tablets canada pharmacy24 cheap viagra pills no prescription viagrasamplesonline usa pharmacy pills scam imuran shortage coversyl advanced best national non prescription pharmacy buy cheap fosamax mg periactin buy online uk etodolac high tadalafil manufactured in usa, canada cipla.generics thuoc augmentin tablets 1g where to buy ventolin jarabe japanese viagra cheap fosamax buy canadian pharmaci baclofen from canda cheapest generic levitra buy clomid online south africa cialis drug order cardura e10 can zofran get you high cheap mexican pharmacies no rx purchase beconase review buy lunesta viagra pills phramacy canadian pharmacy for womans viagra buying antabuse in europe where can i purchase penegra online paxil cost without insurance viagra 25mg side effects nolvadex paypal where to buy cialis tablets propecia sell plan b eddy lover malegra dxt seroquel xr reviews para que sirve prednisone 20 mg shortage of prevacid price comparison viagra cialis levitra order meclizine online overnight shipping gabapentin over de counter walgreens buying hydrocodone while in canada buy elocon ointment no prescription arimidex order from phone amoxicillin linconcin con eucalipto prednisone over counter generic cialis overnight levomax 500 male enhancement pills canada secure medical viagra black viagra pill viagra berlin medomycin betaclav 1000 overnight synthroid buy periactin viagra and cialis taken together homeopathic viagra alternatives free sample viagra pills albendazole online order illegal buy viagra overnight weightloss forum orlistat uk cheap search,http,quierovita,zoloft,trazod... mygra dove posso acquistare cialis generico male enhancement pills best price for generic lipitor where to buy rosuvastatin online uk coupons for viagra when will dapoxetine be available? where to buy paroxetine qtc online pharmacy without script google flagyl medication buy medrol dose pack #1 without rx cialis on line buy pills 365 sildenafil 20 mg tablet generic viagra from england buy viagra maestro card levitra canada pharmacy online cialis black market price triamterene-hctz 37.5-25 mg tb zovirax salep viagra american distrubution haldol 10 mg sol buying amitriptyline india tadalafil 2.5 northwest pharmacy canada reviews cialis 100 mg 30 tablet viagra p? nett i sverige tadalafil 5 mg tablets como comprar nizagara obat motilium buy mexiletine naklofen duo english language clomid tablets for sale tamoxifen tablets online buy viagra legally buying tadalafil without a prescription cialis2.5 non prescription birth control purchace viagra zithromax over the counter cvs sky pharmacy canada osu cialis pagamento paypal cialis with dapoxetine generic generic viagra spain where can i buy periactin pills tetracycline generics from canada express ship non prescription viagara generic viagra accept paypal para que sirve sertralina metformin 850 mg side effects proventil online viagra pills shipped in 1 or 2 days lilly icos cialis overnight antibiotics online cheap retin a vs tretinoin order nootropil online canada canadian pharmacy online no script amoxicillin uk next day kegunaan pirofel gel dexamethasone no prescription prednazone viagra in tre giorni on line generic propecia, no rx levitra pricing obat azithromycin cytotec in south africa canadian pharmacy tadalafil hytrin online cheap clothes get wellbutrin xl no prescription buy viagra with pay pal buy ketoconazole nizagara from india buy viagra in south africa onlin pharma low cost chloroquine vidal viagra sample pills walmart cialis viagra online scams priligy kaufen free ed sample pack antabuse cost without insurance cialis after prostate surgery pharmacy canadian accutane overnight is viagra good buy cheap emsam south africa cialis south africa low cost prandin bula pliva propranolol is 2 yr old doxycycline safe to take ? viagra en farmacias pfizer india viagra ipledge login accutane best price for cialis 5 mg viagra for sale canada elocon ointment to buy buy cheap tordol in mexixco phamacy canadian pharmacies 24h mail order kamagra in pakistan generic plavix release cialis purchase in usa levitra on line are drugs from india safe dailey generic cialis canada retin a 0 05 purchase trazodone online viagra valencia canadian express drugs otc asthma inhalers from canada serevent over the counter for dogs aricept tablets uk cialis cena fast shipping albenza online buy viagra soft where to buy inderal online buy cardizem vpxl next day delivery time online cialis india prigily cheap bystolic reviews viagra online miglior prezzo cialis tablets price in india viagra without consultation uk name of the sex tablet most reliable online pharmacy discount chinese pharma online arrow roxithromycin viagra natural cash on delivery meds viagra scam sites descargar bot para empires methotrexate for sale online why is levitra more expensive fluoxetine for sale online free viagra samples moneyback cialis apotheke levitracanada chloromycetin ointment for sale finestaride overnight shipping amoxicillin online mexico mail gassafeindia.in loc:es finasteride economico italia buy viagra online vipps cialis on cnbc cheap pharmacy forclomid allopurinol online order zara best price for cialis 5mg get female viagra fast buy viagra kuwait over the counter azithromycin clomid for.sale buy flagyl online cod how much is crestor without insurance esram 20mg indications infertility drugs for sale generic viagra usa billing cialis generico sicuro viagra gold 800mg can u buy viagra online women's ginseng angela welbutrin by mail generika apotheke quetiapine accord 25 mg meds on line recommend sites to buy viagra sleep gay north american pharmacy canada viagra ketalgin pharmacie ligne viagra gold 800 mg real u.s.a. viagra proscar 5mg without prescription nexium in mexico xenical cheapest price hotels purchase real antabuse chlonidine no pres discounted 100 mg clomid femara cheapest price tab online viagara seller reviews albendazole sale us lexapro coupon 2012 abana lowest price guarantee best prices on cialis generic buy z pak no prescription m361 pill is it strong buy cheap cafergot diego my blue pill asthmahaler mist tadalafil 5mg price generic cialis from us pharmacy elavil generic 50 mg. no script buy domperidone cheap allopurinol online paypal canadiaan drugstore sekking fluconazole can you buy cytotec in thailand online pharmacy that takes paypal lamisil tablets boots buy trimethoprim sulfomethoxazole buy online viagra pharmacy from usa neurontin without a script xm radio viagra ad viagra prices in usa inderal without a prescription where to buy glimeperide online proscar online viagra light switch buspirone vs buspar generic ditropan cost cialis commercial actor is there a natural anabuse liv 52 online cheap ds cheap drugs from india fluoxetine erxtra strong viagra online pharmacy reviews no prescription free next day delivery viagra viagra ajanta cheapest price on chloromycetin katt elimite cheapest price viagra dog rx cephalexin buy online a prescription cheapest overnight generic viagra 100mg stendra generic where can i purchase lithium earth natural viagra over the counter levitra generico miglior prezzo india cytotec venta online usa doxycycline hyclate 50 mg side effects rimadyl wholesale generic atrovent nebulizer genereic viagara rx relief card reviews cheapest female viagra australia order meclizine a prescription cost of plavix in portugal difference between cialis and viagra cymbalta buspar cheapest price hotels pfizer samples original cialis uk zovirax 200mg tablets mircette shop prednisone online who can prescribe dostinex amaryl m1 cheap cialis international venta de viagras nexium without rx over the counter flonase nasal spray zyban over the counter uk where can i get clomid in johannesburg cheapest price on benzac in mercury drug mexitil purchase avandamet r“Œckruf generic levitra 40 mg no prescription blood pressure medication on internet minocin 100mg rhinathiol drug side effects erection pills buy in store sex tablets for men in boots online pharmacies in usa canada primatene inhaler proviagra xenical price in lebanon invention du dianabol amoxitabs canada buy cialis amazon how much does cialis cost in the street yasmin buy without prescription who owns cardizem buy online alli medicine in alberta ca terramicina capsulas pharmacy support group cialis tamoxifen 20 mg price buy cialis online canadian pharmacy dermocort ophthacare where can i buy periactin viagra online italia purchase lithium ion batteries proventil inhaler canada allopurinol online cheap buying terramycin ophthalmic ointment soma cialis-shop.nl ervaringen canada cilias non prescription zovirax online sale methylprednisolone dose pack buy online neurontin non perscription inhaler spironolactone buy without perscription 100 mg doxycycline for dogs reminyl generic name erection after ejaculation doxycycline without prescriptions sildenafil tablets 100 mg generic cialis daily use kamagra 100 online zanaflex sale the philippines provera for sale terramycin without prescription canada viagrapfizerbrand diovan canada prescription free how to use viagra pills buy tamoxifen online coumadin toxicity no perscription flagyll when to take viagra cialis vendita barbie naked doxycycline buy online normocid buy domperidone on line canadian pharmacy mail order spiriva furosemide without script mercury drug order online lasix no script purdue rx cod viagra for sale uk buy generic propecia 2012 cipro from canada perancang diane order cystone duphalac viraga prinivil cheapest price generic where to buy zocor need mojo pills to get erections where to buy purim youtube ebay .uk viagra amitriptyline hydrochloride buy cialis_20mg_erfahrung philly cialis where can i get predisone domperidone sale no prescription lopid non prescription how to get generic viagra order cialis online usa zoloft cheapest price cvs lexapro canada no prescription buy generic vimax sildenafil ciprofloxacin hcl 500 mg propranolol anxiety azithromycin and alcohol best generic viagra visa only online pharmacy with paypal permethrin 5 percent online viagra online paypal buy misoprostol uk cialis 5mg reviews pharmacies that sell domperidone hydrea online order form cialis viagra combo pack online drugstore india buy cheap sildenafil citrate sibutramin sildenafil tadalafil nedir torsemide over the counter u get low cost sctos brand viagra online canada pharmacy apetamin p cyproheptadine buy cipro online discreetly cipla viagra generic propecia no perscription aciclovir genfar allopurinol buy online real suhagra50 price on cialis 5mg no prescription alli, canada levitra vs cialis vs viagra cost on line drug co. in australia hydrocodone cheep generic viagra blog viagra pro online buy cheap nizagara obagi tretinoin buy online
Home Manufacturers Mattel It Pays to Advertise
It Pays to Advertise
Written by Robert Reed   
Monday, 01 November 2004 00:00
“Sun Sensation Barbie” was a Happy Meals 1992 premium from McDonald’s. Barbie, America’s best-selling doll, is also the nation’s best-selling adver­tising doll as well, selling and promoting everything from Avon to Wal-Mart.

The Barbie advertising army is on the march, and it’s not just the endearing March of Dimes. It also extends from shoppers at Bloomingdale’s department store to the athletes of the Women’s National Basketball Association.

Barbie, of course, started out as a mere fashion doll for little girls in 1959. She did not venture into the world of advertising until she was much older. But it was inevitable that eventually the masterminds at Mattel Inc. would realize that darling Barbie could not only be charming but could carry a commercial message as well. Even beyond that, they reasoned, amazing Barbie could even promote specific events and places, if necessary.

A hint of this potential came in 1964 when Sears, the nation’s leading mail-order retailer, began offering its own specially designed Barbie for $8.99. Sales went very well and two years later Sears offered still another “exclusive” Barbie. In 1972, a rival major retailer, Montgomery Ward, took things (and Barbie) yet another step further. The national chain used Barbie to mark its 100th anniversary. Basically the doll was a re-issue of a 1964 Mattel standard, but now she promoted a commercial outlet and marked a specific event.

During the middle 1970s Mattel issued what some doll historians consider to be the first true “advertising” doll. In the Gold Medal Series the fabled doll drew attention specifically to the worldwide Olympics, appearing outfitted as a skater in one issue and outfitted as a skier in another. Barbie’s boy pal Ken appeared as an Olympic skier, and her best friend, P.J., was dressed as a gymnast. During 1975 and early 1976 the Gold Medal Series and sets were big sellers for the very Barbie-friendly Sears stores.

Things changed dramatically by the 1980s. Commercially speaking, the slightly built Barbie would be ready for some heavy lifting. The outreach of Mattel to America’s leading retail stores became more and more established with each passing year. Toward the end of the decade it became clear that a new and different marketing had begun. The company released “Mardi Gras Barbie” in 1988 (another special event doll) as a major department store special to be included with the American Beauties Collection.

The following year Barbie spanned the human race with issues for UNICEF (formerly the United Nat­ion’s Children’s Emergency Fund). Saluting this special cause, Barbie appeared in Asian, Afro-American, Hispanic and Caucasian images.

Notably, 1989 also saw one of the most unique Barbie advertising dolls of all, the “Barbie Pepsi Spirit.” Sold exclusively in Toys R Us stores, here at last was an issue clearly marked with the brand name and logo of a popular worldwide product. Pepsi appeared on Barbie’s jacket, the waist of her shorts, and on her duffel bag. Mean­while Barbie’s kid sister, Skipper, appeared in a Pepsi sweatshirt with a Pepsi beach towel and Pepsi bag. In the 1990s Barbie and the gang would acquire a taste for soft drink super-rival Coca-Cola, but in the ’80s she was toasting with Pepsi all the way.

There were a few downsides to the mass marketing of “exclusive” Barbies as the 1990s arrived. For one, most of the issues still remained without any significant markings as to specific product or store. In short, they met the standard of limited edition, but largely eluded the definition of advertising. Secondly, many of the designated outlets were regional in scope thus not really available in many parts of the United States. Lastly, they were pretty well restricted to the super-rich stores, as Mattel under­standably required a minimum run of major numbers before making a deal.

Still, business was good. If the doll had done well before, this success would prove to be nothing when compared to the exploding “Barbie Boom” years of the 1990s. No longer was a Barbie exclusive doll the exception. It was the rule. One would wander the aisles of nearly all the super stores– Ames, Hills, K-Mart, Meijers (pronounced Meyer), Service Merchandise, Target and Woolworth–and find them every time.

Some stores liked them so well they ended up with a series of so-called exclusives. Distinguished retailer FAO Schwarz extended its Barbie exclusives to more than a dozen different styles, starting in 1990 with “Winter Fantasy Barbie,” which was well marked and also wore a large-sized hangtag. Barbie wore a blue velveteen gown in “Winter Fantasy” and sold for the not-so-cool price of $58. “Madison Avenue Barbie” followed with the store name on her shopping bag. “Shopping Spree Barbie” bested them both with a cap, shirt and shopping bag all well-marked with the familiar FAO Schwarz logo.

This is Barbie Collector’s Edition Doll Series II from Little Debbie, 1995.Barbie was back to doing events too. The doll was dazzling as “Ice Capades Barbie” for the 50th anniversary of the Ice Capades. Barbie appeared both as an Afro-American and Caucasian for that issue in 1990. She was back (Caucasian only) the following year. Barbie’s male friend Ken also appeared in 1990 as an Ice Capades issue. In 1992 Barbie stepped in as the “Anniversary Star” issue for a Wal-Mart celebration.

As the ’90s decade unfolded the doll would take on the additional role of promoting places. Among others, she benefited Euro Disney Weekend, Euro Disney Fun and the 25th anniversary of Disney World.

Yet it was Barbie uniting with products from tasty Oreo cookies to thundering Harley Davidson motorcycles that has had the greatest impact. For Arizona Jeans, a J.C. Penney exclusive, Barbie wore both a well-marked jacket and backpack. She was equally keen with her sweater brightly marked in the colorful Pizza Hut Series. The Pizza Hut Series also included Courtney, Kevin and Skipper. For Kraft Treasures, Ms B wore a wide-brimmed hat with a Kraft logo on it, and for Chuck E. Cheese and Showbiz Pizza, she was striking with a logo and mouse image on her tee shirt.

Sometimes the Barbie advertising doll did such a great job of promoting the product that the company involved went back for more. Kool Aid presented two Barbie ad dolls between 1992 and 1994. The first had braided hair and the second–a 35th anniversary edition–had sun-streaked hair. Little Debbie snack cakes went on to top that in the 1990s with three different Barbie issues.

Barbie used different accessories for various department stores during the decade. For GAP, for instance, it was a baseball cap; for Bloomingdale’s, Meijer and Wal-Mart, it was a shopping bag.

In 1996 Barbie re-visited the Olympics. Mattel offered the “Olympic Gymnast Barbie” to promote the Atlanta summer games. She was available as a blonde-haired, Caucasian participant, and also as the first Olympic-related, African-American Barbie doll. A third–the redheaded “Olympic Gymnast Barbie”–was exclusive with Toys R Us.

That same year the remarkable and enchanting Barbie went to work for the equally remarkable and historic Coca-Cola Company. The resulting “Soda Foun­tain Sweetheart” was stunning. Anne Parducci, the vice-president of Coca-Cola, said at the time, “Barbie and Coca-Cola are two icons of American culture. Bring­ing these two icons together with such a beautiful doll is sure to be an instant success.” It was.

“Soda Fountain Sweetheart” was patterned after a Coke print advertising campaign that began in 1907. The next Coke/Barbie effort, “Barbie After the Walk,” was just as glamorous. This time it was based on a 1916 Coke advertisement, but with a recreational focus rather than the earlier soda shop theme.

By 1998, advertising Barbie had moved on. She called attention to the March of Dimes in general and the 1998 Walk America in particular in an issue that was unique to K-Mart. She also hailed NASCAR (National Association for Stock Car Auto Racing) by appearing in full uniform with an accompanying working visor helmet. Barbie wore a cheer­leader outfit in the University Series. She wore still a different uniform to welcome the launching of the Women’s National Basketball Association.

Barbie has certainly been around for products like Russell Stover candies, has been decked out for places like Disney World, and has stood up for special events like the 50th anniversary of the Ice Capades. In doing so, she has instilled and solidified her special brand of magic and shared the limelight–and sales appeal– with others in the process..

Trackback(0)

TrackBack URI for this entry

Comments (0)

Subscribe to this comment's feed

Write comment

smaller | bigger

busy