New Barbies Survey: New Line Improving Brand Perception

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Posted Feb 01, 2016

Last week, Mattel released a whole new line of Barbie dolls. The new dolls have varying looks, styles and body types that are much different than the traditional Barbies. The new, more diverse and inclusive dolls may draw in a whole new generation of customers and improve the brand’s image overall. So what do people think about the new line of dolls? And how many are likely to make purchases because of them?

new barbies

New Barbies

In Ask Your Target Market’s latest survey, 29% of respondents said that they’ve seen the new line of Barbies. 34% have at least heard about them. And 37% were unaware of the new line of dolls at the point of the survey.

Brand Perception

Before releasing the new line of dolls, 36% of respondents said they had a positive opinion of the Barbie brand. 26% said they disliked the brand. And 48% were neutral about it. But now that the new line of more inclusive Barbies has been released, the amount of people with a positive opinion of the brand has increased to 41%.

Future Purchases

Looking forward, 22% of respondents said they would be at least somewhat likely to purchase one of the Barbies from the new line at some point. 50% said they would be unlikely to do so. And 26% were neutral or undecided at this point. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: I Remember from FlickrWhat do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on January 29 via AYTM’s online survey panel.

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