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Barbie SWOT Analysis

Published by MBA Skool Team in Media & Entertainment category Last Updated: August 07, 2023Read time:

Here is a detailed SWOT analysis of Barbie covering strengths, weaknesses, opportunities and threats.

Barbie Strengths

  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

Above are the strengths in the SWOT Analysis of Barbie. The strengths of Barbie looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Barbie Weaknesses

  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

These were the weaknesses in the Barbie SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Barbie Opportunities

  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

Above we covered the opportunities in Barbie SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Read more about Barbie

Barbie Threats

  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

The threats in the SWOT Analysis of Barbie are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Barbie SWOT analysis.

About Barbie

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Barbie Overview
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 Market

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


Serves as a role model for pre-teen girls

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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