What problems did Mattel faced in Japan?

Alejandro Roca, Elisenda Gonzalez, Anna Alcové

[pic 1]          VS         [pic 2]

1. What problems did Mattel faced in Japan?

The problems that Mattel faced in that country were mainly based on Japanese culture and customs. As the text says, Barbie’s is simply ''too beautiful for the Japanese'', as it has blonde hair and blue eyes, rarely seen there. In addition, women in Japan were not used to show their teeth while smiling due to the fact that they covered their mouth.

2. Why did Mattel have those problems?

Since the devastation of World War II in Japan, they saw almost no foreigners and considered it strange to see blond hair. They weren't used to the Barbie doll aesthetic.

Global marketing approach.

3. What changes will you introduce in order to sell Barbie in Japan?

We think that the best option to persuade Japanese to buy a Barbie doll is by making some adaptations following their principles, so they can be reflected on it.

That means creating a design that includes social and physical changes, respecting the local traditions. For instance, Mattel could manufacture a doll with dark and straight hair, asian-shaped eyes, not western clothing and not showing the mouth, among other features. [pic 3]

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