The Hindu Business Line : Mattel hopes to sell Barbie through DVD

WHILE selling toys may not be child's play, and children may be difficult, Mattel Toys has offered to sell the experience of the doll's world through theme-based movies along with the doll to lure its target audience.

Mr Sanjay Luthra, Managing Director, Mattel Toys (I) Pvt Ltd, said, "Our in-house research has indicated that after 9-10 years of age, girls become `older younger', and at this age she doesn't want to be a princess anymore. She wants to be high on fashion, Internet-powered, and apparel-conscious."

Keeping this is mind; Mattel Toys has launched Jammin' in Jamaica - a full-length feature film starring the My-Scene group of dolls, which features Barbie and her group of friends in a Jamaican adventure. Each doll in this theme is sold along with a DVD of the same film, and is priced at Rs 799.

Speaking to Business Line, Ms Nanette D'sa, Vice-President (Marketing), Mattel Toys (I) Pvt Ltd, said My-Scene is targeted at the girls aged more than six who are fashion-conscious and music-driven. Mattel has tied up with MTV `Style Check' and MTV `Most Wanted' for its promotional activities.

Apart from MTV, Mattel has also tied up with Nickelodeon and Cartoon Network. Jammin' in Jamaica will be aired on Nickelodeon seven times, following which questions related to the movie will be asked, and a host of prizes have been planned for the winners, Ms D'sa said.

The retail strategy employed for the My-Scene theme dolls is three-fold. It will include visual identity merchandising programmes where dolls will be featured on a Jammin' in Jamaica concept rack. All retail stores will be included as part of the on-air contest, and screenings of the movie will be available for children who want to get a feel of it before they buy the toy.

Mr Luthra believes that concept dolls are an emerging trend in the toy industry, especially ones those are enlivened through TV programmes and movies. The industry saw a spurt in sales of He-Man figures after cartoon channels aired He-Man and the Masters of the Universe. The trend was repeated when Barbie of the Swan Lake show was aired on Cartoon Network.