The brat pack

US: Barbie is getting a makeover. After a fall from grace, the world’s top-selling doll for half a century is making a comeback. The brand’s new general manager, Richard Dickson, is giving Barbie a much more relevant look — and reversing the marketing mistakes of the past.

In 2002, Barbie’s global sales were at a record high of $1.5 billion. They have since dropped by 28 per cent. The Barbie doll became outdated and did not keep up with the competition. Bratz dolls, in comparison, are ethnically diverse and their Yasmin Funk Out doll has an urban look.

Barbie became outdated and did not keep up with the competition

The first thing Dickson did was to create a signature style. In the past, retailers could order custom-made Barbies. This, Dickson told Fortune, resulted in a “brand goulash”. Barbie products were also produced in 17 shades of pink with six different logos. Now, only one shade of pink is allowed and products must all stick strictly to the new Barbie image.

As part of a PR campaign, Dickson worked with decorator Jonathan Adler to create a real-life Barbie dream house in Malibu. And he commissioned designers including Diane von Fürstenberg to create life-sized Barbie clothes for Fashion Week. Despite the recession, Barbie sales jumped by 18 per cent in the last quarter. Move over, Bratz!