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Barbie in a Wheelchair: Mattel’s Respect to Customer Voice

Author

Listed:
  • Jashim Uddin Ahmed
  • Ayesha Tahsin Ananya
  • Kazi Pushpita Mim
  • Asma Ahmed
  • Sarika Iqbal

Abstract

Barbie in a wheelchair has heralded a new era in the magical world of Barbie. Mattel, one of the biggest toy manufacturers, has redefined the way Barbie has been portrayed to the world by introducing their new Black Barbie in a wheelchair. After years of innovation and trial and errors, it has proved that Barbie is not just a make-believe plaything or a representation of a singular aspect of beauty standards. These dolls should be relevant and wholesome when it comes to creating a bridge between customers and the brand itself. Mattel realized not too long ago the significance of inclusion, and now it has ended up hoisting a sensation in all of the United States and globally through the Internet and social media such as Twitter. The IDIC (Identify, Differentiate, Interact and Customize) model, which is an effective customer relationship management (CRM) tool, has been deployed by Mattel to demonstrate how Mattel cares for its customers. Mattel’s customer centrism, devotion towards innovation and inclusiveness are the key aspects which has rewarded the company with a whole new spectrum of acceptance from minority groups with a smile on their faces.

Suggested Citation

  • Jashim Uddin Ahmed & Ayesha Tahsin Ananya & Kazi Pushpita Mim & Asma Ahmed & Sarika Iqbal, 2020. "Barbie in a Wheelchair: Mattel’s Respect to Customer Voice," FIIB Business Review, , vol. 9(3), pages 181-186, September.
    • Handle: RePEc:sae:fbbsrw:v:9:y:2020:i:3:p:181-186
    DOI: 10.1177/2319714520914210
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