Barbie SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Barbie analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Barbie SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Barbie to benchmark its business & performance as compared to the competitors and industry. As of 2020, Barbie is one of the leading brands in the media & entertainment sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Barbie competitors and includes Barbie target market, segmentation, positioning & Unique Selling Proposition (USP).

Barbie SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Barbie Brand Analysis
Parent Company

Mattel Inc.


Toy Brands and Manufacturers


Media & Entertainment

Tagline/ Slogan

Over 125 careers and counting; I can be Anything


Dolls can change with different clothes and hairstyle and there are Barbie activities

Barbie STP
Barbie Segmentation

Customizable dolls  which can be engaged in activities

Barbie Target Market

Young females of middle and upper class and grown-up collectors

Barbie Positioning

Serves as a role model for pre-teen girls

Barbie SWOT Analysis
Barbie Strengths

Below are the Strengths in the SWOT Analysis of Barbie:

1. Wide range of dolls and accessories
2. Customized for audience of different countries
3. Barbie itself is a big brand; global market leader in the toy industry

4. Has its own episodes on TV

5. Competitions are also organized regularly

6. Retail network is very good

7. Top of the mind brand recall globally among young girls

Barbie Weaknesses

Here are the weaknesses in the Barbie SWOT Analysis:

1. Fake imitations also sold under its name which is a concern
2. Product portfolio is limited to dolls only

3. Line extension takes long periods of time

Barbie Opportunities

Following are the Opportunities in Barbie SWOT Analysis:

1. Organize DIY competitions in schools
2.Come up with a comic strip as Barbie has a large family and a long history
3. Add more Barbie activities to its portfolio

4. Regain its dominance in the toy industry

Barbie Threats

The threats in the SWOT Analysis of Barbie are as mentioned:

1.Barbie dolls have been a target of parody frequently
2.Stringent testing process of toys in Europe

3. Changing taste of customer as far as dolls are concerned

Barbie Competition

Below are the top 2 Barbie competitors:

1.Bratz dolls
2.Moxie Girlz

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Barbie. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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