Barbie Store: video case study

You might expect a new Barbie store to open in London or New York, but instead, Mattel, the doll’s makers, have opted for Shanghai. A couple of video clips (here and here) go some of the way in explaining why.

The shop looks pretty awesome, even if you aren’t a Barbie fan! When you’ve watched the footage, here are some questions you could consider:

Which market segment is being targeted?
What is Barbie’s USP (unique selling point)?
What are the key features of the Barbie brand?
Why did Mattel chose Shanghai as its store location?
Where is Barbie in the product life cycle?