The bald, and the beautiful? Barbie could get a buzz cut …

Punch line: This is a classic story of the intersection of consumer driven insights, a strong cause, and the power of social media. 

Two mothers, whose daughters lost their hair due to cancer treatment, contacted Mattel to create a bald Barbie to serve as a role model for young children. 

After this initial request failed to gain traction with Mattel,  these mothers used the ultimate weapon – the F-bomb.  Facebook.  They created a fan page called ‘Beautiful and Bald Barbie’ and generated over 137,000 ‘likes.’ 

Now, Mattel is more actively addressing this idea.

* * * * *
Excerpted from brandchannel.com “Mattel Doesn’t Say No to Bald Barbie

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Back in December, two moms whose daughters had lost their hair due to cancer treatment contacted Mattel, the makers of Barbie, to see if the company would be interested in producing a bald Barbie as a role model to their own and other young girls.

Mattel sent Jane Bingham and Beckie Sypin a stock letter saying that it “does not take unsolicited ideas from outside sources.”

Undeterred, the women put up a Facebook fan page entitled “Beautiful and Bald Barbie! Let’s see if we can get it made,” and it duly received more than 137,000 “likes.” As a result, Brand Republic reports that Mattel is now addressing the issue more directly.

“We are honored that Jane Bingham and Beckie Sypin believe that Barbie could be the face of such an important cause,” a spokesperson said, according to the site. “Mattel appreciates and respects the passion that has been built up for the request for a bald Barbie doll.”

Mattel isn’t committing to get a hairless Barbie onto production lines….

“The obvious thing to do would be to release a limited edition bald Barbie with a percentage of the proceeds going to charity,” said Robin Grant, managing director at the social-media agency We are Social. “Some companies have a fear of being seen to bow to consumer pressure – but corporate marketing teams must guard against being unchanging and monolithic.”

Edit by KJM

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One Response to “The bald, and the beautiful? Barbie could get a buzz cut …”

  1. Elizabeth Farris Says:

    I E-mailed mattel as well they gave me a phone number for consumer relations.. Good stuff I also E-mailed The Ellen show….EXPOSURE is Amazing LOVE IT!!!!!!!!!!

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