Failure of Bratz dolls in Asia compared to their competitor Barbie

1. SELLING BRATZ DOLL IN ASISA
(CASE STUDY ANALYSIS)

2. 3 / 1 / 2 0 X X S A M P L E F O O T E R T E X T 2
This Photo by Unknown Author is licensed under
CC BY-SA
This Photo by Unknown Author is licensed under
CC BY-SA
This Photo by Unknown Author is licensed under
CC BY-SA

3. Introduction
SELLING BRATZ DOLL IN ASISA
29/3/2023
• Barbie dolls were first launched in 1959 at American
International toy fair
• Bratz dolls were first launched in 2001 to resemble
teenager girls of different race and authenticity by
MGA Entertainments.
• Bratz dolls are successful in 2005 across USA and
UK surpassing Brabie dolls sales.
• Bratz dolls are not as successful as Barbie dolls in
Asia after their launch.

4. 4

5. 2 9 / 3 / 2 0 2 3 S E L L I N G B R A T Z D O L L I N A S I A 5
Bratz dolls failure in Asia??
• Asia people think that the dolls were effecting badly on their children.
• Children started thinking about looks in that age rather than learning good
ethics
• There is no good learning lessons in the movies similar to Barbie.
• The cost of Bratz doll is way more costlier than Barbie and it is considered as
a premium doll.
• They stopped marketing the product after it was declined by Asians rather
than trying out with new strategies.
• The company wasn’t able to continue the product even though they were way
more successful than Barbie.

6. 3 / 1 / 2 0 X X
S E L L I N G B R A T Z D O L L I N A S I A
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IDEAS FOR BOOSTING THE SALES OF BRATZ IN ASIA
• MGA Entertainments can adapt new marketing strategies to attract the customers.
• They can add on some good content in their comics as well as movies.
• They would have released their dolls based on local cultures as limited editions in different parts of
the continent.
• They positioned themselves as premium dolls but they never availed any offers on them .They
should give launching offers for loyal customers.
• They created Bratz community which can give a positive response if they release movies using real
human characters with doll names continuing a rival between Barbie and Bratz.
• Barbie used celebs like Katrina kaif to represent their brand. So Bratz can also use a female celebrity
with strong attitude .

7. 3 / 1 / 2 0 X X
S E L L I N G B R A T Z D O L L I N A S I S A
S E L L I N G B R A T Z D O L L I N A S I A 7

8. 3 / 2 7 / 2 0 2 3
S E L L I N G B R A T Z D O L L I N A S I A
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