Wednesday, November 08, 2006

Strange-sounding line extension

Not that I claim to be any kind of expert in this area, but this sounds like a very strange idea -- Mattel is licensing the Barbie name to a company to market a line of cosmetics.
Mattel Inc. said on Wednesday that its Barbie business will partner with cosmetics company MAC (Make-up Art Cosmetics) for an "adult-targeted project" that will be unveiled in the spring of 2007.

The toy company declined to give more details on the partnership. Mattel does not currently sell Barbie cosmetics in the United States, although it does sell Barbie children's cosmetics in markets such as Europe, Latin Americas and Asia.

It said the collaboration is the first time that Barbie has partnered with "an adult prestige cosmetics company."

Mattel, the No. 1 U.S. toy maker, has been working to revive sales of its Barbie business amid difficult market conditions and stiff competition from MGA Entertainment's Bratz fashion dolls.

I understand that the women they are targeting grew up playing with Barbies and presumably have strongly-positive feelings toward the brand. But still ... does that mean that they want to wear Barbie perfume?

Still, what do I know? Next year Barbie cosmetics may be all the rage, and I'll be sitting here looking dumb.

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