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links for 2008-12-07 December 7, 2008

Posted by arikjohnson in Uncategorized.
  • A mypoic focus on eking out a certain profit margin can be death on a toy brand, especially when the company has certain assumptions. Mattel didn't think it could sell a lot of dolls for $20 or $30 like the Bratz did, so it focused on manufacturing the chintziest, most disposable stuff ever. Conventional wisdom is that Bratz succeeded because the dolls themselves are so visibly utterly unredeeming, like the rest of vapid oversexed tween culture. And while that is somewhat true, the Bratz probably wouldn't have prevailed had it not been for the little details: cloth handbags with piping unlike the plastic purses Barbie got; elaborate ensembles that managed to incorporate fishnet, lace, and lame; rhinestone detailing on real denim jackets that in Mattel's world would have been downgraded to cheap cotton dyed pathetically to look like stonewashed denim. Look, it does not give me any great pride to tell you I have noticed these things, but if I have, I am pretty sure your customers have.


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