Barbie's makeover

Barbie got a makeover, thanks to Richard Dickson, the new general manager of the Barbie franchise. Fortune takes a look at the changes, and the...

Barbie got a makeover, thanks to Richard Dickson, the new general manager of the Barbie franchise. Fortune takes a look at the changes, and the marketingthat went into the rebrand and makeover:
Then came an onslaught of PR: Dickson worked with decorator Jonathan Adler to stage a real-life Barbie dream house in Malibu and had designers including Diane von Furstenberg create life-size Barbie apparel for Fashion Week. To pay for it he cut back on traditional 30-second TV spots -- a hard sell to Mattel's board. "Let's just say there was a lot of pushback," he says.

PRWeek covered the integrated campaign back in February. Fashion and beauty reporter, Alexandra Bruell wrote at the time:
Mattel has launched an integrated marketing campaign to promote Barbie as a symbol of fashion and pop culture on the eve of her 50th anniversary this March. The PR team aims to reach three generations of consumers and ultimately impact sales via partnerships, events, and online communications. Although the anniversary takes place March 9, the campaign is ongoing throughout the year.

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