An introduction to Barbie’s persona, key audiences and communities.
Here you’ll read about the three brand’s personalities, the audience in which the brand targets and how the brand connects with the communities of consumers.
On the anniversary of the 60 years since Barbie’s creation, my team and i decided to do some background research, for our Ad Discovery and Creativity Lab course, to define the personality and persona of the girls’ most favourite doll, as well as to identify the “special” group of clients in which the brand addresses and the way to approach it.
For the most part of our research, we were based on the users/professionals interviews, on brand’s official website and finally on statements available online.
So let’s get start!!!
First of all we tried to figure out in what personalities Barbie fits and we tracked down the following:
THE LOVER
We all remember Barbie being up to the latest fashion trends. Every doll, one by one, has an appearance extremely beautiful with perfect natural characteristics that girls dream about. Any product that is related to this unique doll is aesthetically pleasing. There is glamour and elegance in anything that has to do with Barbie (animated movies, advertisements, blogs,websites etc). The brand also releases doll collections, such as the famous “Fashionistas” with a limited edition of clothes and accessories.
THE MAGICIAN
Barbie has became inspiration for any girl out there, who can dream big, without limits. Barbie motivates them and in some sense encourage them to follow the career of their dreams without any discrimination. For this reason has been launched a series of “career dolls”, in order to inspire the limitless potential in every girl.
THE INNOCENT
Innocence is what describes the main characters and Barbie’s friends in her animated movies. Moreover, the honesty as well as the genuineness are basic for doll’s personality. Barbie and her circle believe in love and in a better world for which they fight.
THE AUDIENCE…
As any brand in the market, Barbie appeals to a very particular audience. This brand that belongs to the industry of toys and specifically of dolls, mainly targets young girls of prekindergarten age till their preteen ages. Also boys around the same age with girls, can be entered in the client list, since the brand exports male dolls.
THE CONNECTION WITH THE CONSUMERS…
In general is considered that kids are the most difficult and demanding consumer audience. They want to do things their own way. For this reason Barbie tries hard to correspond to their special needs and cover every possible taste and preference they may have.
Having these on mind the people, who work in the department of design, in collaboration with those from the department of communication every single day make up ideas trying to satisfy their little clients. Promoting a model according to which, a girl or a boy can be anything she or he wants, increase their fantasy and stimulate them to use their products, which in this case these products are the Barbie dolls, in a creative way.
Through its blog on YouTube, its animated movies and even in the variety of its “special” doll collections, is developed the philosophy of the brand: “Be kind, honest, positive — and do things the right way”.
Merope Kolokassidou Daphne Zacharia Betty Tsakarestou
