“I’m a Barbie girl in a transgressive world” A critical reading of Mattel’s marketing strategy

Audrey Hanan (), Gilles Paché () and I. Muratore ()
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Audrey Hanan: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Gilles Paché: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
I. Muratore: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This developmental paper questions the financial and emotional value of a brand voluntarily transgressing its own marketing norms to legitimize them more forcefully. The paradox is illustrated by the case of Mattel. The company, faced with virulent criticism of its original Barbie doll based on an unrealistic "bimbo" norm, subsequently marketed more inclusive, even transgressive, dolls. While transgression enabled Mattel to reinvent itself and convey a positive image at a societal level, the underlying reasons for this strategy could, in fact, be to create a craze around the original doll. It is possible that a brand uses transgression not to modify the outdated or criticized norms, but to recreate positive associations with those norms. Critical reading ‒ as a tool of critical thinking ‒ suggested in this developmental paper involves the lighting of the hidden dimensions of Mattel's marketing strategy.

Date: 2024-09-02
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Published in 38th Annual British Academy of Management conference, Sep 2024, Nottingham (GB), United Kingdom

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