Barbie SWOT Analysis, Competitors & USP

Posted in Media & Entertainment, Total Reads: 11602

SWOT Analysis of Barbie with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing 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


Customizable dolls  which can be engaged in activities

Target Group

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


Serves as a role model for pre-teen girls

Barbie SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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 2 main Barbie competitors :

1.Bratz dolls
2.Moxie Girlz

The brandguide table above concludes the Barbie SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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