Just days before Barbie’s 50th birthday last March, the House of Barbie opened its doors in Shanghai and introduced China to over six floors of Barbie merchandise and services that catered to almost every need of a Barbie-princess-in-training. It was a full on Barbie assault from the start as you rode an entrance escalator bathed in pink light with the sound of giggling girls playing in the background. Aside from a daunting array of Barbie doll varieties, there was also a Barbie spa offering services such as the Plastic Smooth facial or Barbie Bust Firming treatment, a Barbie catwalk where girls can dress up as Barbie and put on their own fashion show, a Barbie design center where creatives can produce a custom-made Barbie, and a Barbie Cafe complete with Barbie-themed food and a pink martini bar. The Barbie spearhead into China came with a US$30 million dollar price tag and huge expectations. Sales of Barbie continue to fall with the financial downturn and Mattel International is counting on China to pick up the slack. With the spa and martini bar, the House of Barbie also hopes to stir up interest amongst older women in China who otherwise wouldn’t be targeted in western markets. Major designers such as Vera Wang, Patricia Field of “Sex and the City” fame, and handbag maker Judith Lieber all contributed to the merchandise including a US$15,000 Barbie wedding dress. Barbie, known as “Ba Bi Wa Wa” in Mandarin, still faces plenty of hurdles without the pedigree heritage she enjoys in western countries. Despite initial enthusiasm for the business model, Mattel was forced to downgrade sales expectations by 30% within the first six months of opening the House of Barbie. The interest is there, but whether or not Barbie can have her way with China and engender a new generation of Barbie princesses is yet to be scene. Check out more coverage by the Wall Street Journal and BBC as well as a CNN report detailing a blow-by-blow account of trying to spend twelve hours straight in the House of Barbie.
