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Twilight Dolls – Barbie Edward?

Ok, Mattel is a big company, granted.  And in any big company there are some decisions that are certainly questionable that manage to squeak through the corporate craziness guards that prevent a product from escaping in a less than optimal manner.  But a Barbie Edward Twilight Doll?

And we get it.  Twilight is big.  It’s taken the tween and young teen girl world by storm.  Suddenly being a moody goth vampire lover is in, at least in a softcore tween goth wannabe kind of in.  And tween girls still like dolls, we get that too.  But let me tell you, slapping the word Barbie in front of a Twilight doll isn’t going to win you any tween goth love.

So Mattel goes and introduces a line of Twilight Dolls which could more properly be called Twilight Action Figures really.  There is an Edward doll and a Bella doll that at least look vaguely like the characters in the movie, right down to the pallid glow of their skin.

Edward Twilight DollAnd what does Mattel name this line of tween girl dolls?  Folks, I present to you the *BARBIE* Edward Twilight Doll:

Wait a sec.  What makes this a BARBIE doll?  Because he is approximately the same size as a Barbie doll?  Because he can drive the Barbie dream car or hang out in Barbie’s beach house?  Because Mattel needs to show some improvement in it’s Barbie line fundamental earnings since in the second quarter of this year “Barbie sales fell 15 percent” according to company reports?  How to fix that?  Toss the word Barbie in front of any doll that might be popular and make some money.

What Mattel is likely forgetting is that the target demographic for Barbie is no longer the 6-11 year old set it was back in the 70s and 80s but rather the 3-7 year old set.  And that falls far outside the target Twilight doll buying demographic of 8-13 year olds.

Can you think of anything that would turn off a tweeny Goth Twilight wannabe than Barbie?

Seriously Mattel, we’re here for you and would be more than happy to consult for you in the marketing department and help you avoid the obvious and not so obvious faux pas that you seem to keep hitting lately.

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2 comments… add one

  • JAS October 17, 2009, 10:38 pm

    From my own experience I think you are wrong on this point! Maybe it is only my situation, Private Catholic School, but my 12 year old and all her friends want this thing. I blogged about this on 9/27, http://momoftweenshelp.blogspot.com/2009/09/twilight-barbies.html, saying that my 12 year old wanted this (more than my 8 year old).

    Now I will agree that “Playing” with Barbie Doll’s isn’t an older tween activity, but in the case of my Tween’s they will collect this Edward Doll and leave it standing someplace, to them it’s more of a collectible than a toy. I also know of multiple Teen’s that have said they can’t wait to get one of these!

    I guess we will just have to wait and see how this all unfolds.

    JAS

  • Remo October 17, 2009, 11:23 pm

    Oh, I don’t disagree JAS that tween girls want an Edward doll. It’s bound to sell and be very popular. I just think that Mattel slapped the word “Barbie” in front of it so they could claim the earnings from it as part of their Barbie line and reassure investors after their report earlier this year that Barbie sales were off over 15%. I mean, why not just sell it as what it is, an Edward from Twilight doll? I just doubt they’ll sell more of the dolls to tweens because it’s a “Barbie”, and it might even sell less.

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