Barbie akaberekwa muna 1959 uye iye zvino ava nemakore anopfuura 60.
Iine poster yepingi chete, yakatanga hurukuro yepasi rose.
Chete isingasviki 5% yefirimu, asiwo nekuda kwemitsara uye kubata kwedenderedzwa rakasimba.
Anosvika zana + mazita emhando, anofukidza zvinenge zvese zvembatya, chikafu, pekugara uye zvekufambisa, 'Barbie pink marketing' yakatsvaira maindasitiri makuru.
'Iye' akambotsvakwa zvakanyanya, asiwo ane nharo uye achibvunzwa. Maitiro einopfuura hafu yezana ramakore haana kungotadza kubvisa Barbie, asi akakura kubva pachidhori chepurasitiki kuenda ku'chifananidzo chepasi rose'.
Saka mumakore makumi matanhatu apfuura, Barbie akaita sei nekukakavadzana uye dambudziko, uye nzira yekuwana 'kwete yekare' uye 'yakagara ichizivikanwa'? Iyo brand zano uye chiito chinogona kunge chine kukosha kukuru kune yazvino kushambadzira brand.
Sezvo hurumende dzichidzosera kumashure kodzero dzevakadzi, Barbie akabuda sechiratidzo kwete chekugonesa vanhukadzi chete asi kukosha kwekurwira kutorazve simba rakabviswa.
Tsvakiridzo dzine chekuita naBarbie dzakwira paGoogle, uye kunyangwe uchitsvaga mazwi ane 'Barbie', Google yekutsvaga bhaa inongoshanduka pink.
01. Kubva pazvidhori kuenda ku'zvidhori', Barbie IP nhoroondo
Muna 1959, Ruth nemurume wake Eliot Handler vakabatanidza Mattel Toys.
PaNew York Toy Show, vakafumura chidhori chekutanga chaBarbie - munhu wechikadzi mukuru akapfeka sutu ine mitsetse mitema nemichena isina tambo ine pony muswe weblonde.
Chidhori ichi chine chimiro chevakuru chakapidigura musika wematoyi panguva iyoyo.
Izvi zvisati zvaitika, pakanga pane marudzi akawanda ematoyi evakomana, anenge aisanganisira marudzi ese ehunyanzvi hwekuita, asi chete zvakasiyana-siyana zvevana zvidhori zvaivepo kuti vasikana vasarudze.
Mafungiro eramangwana evasikana akaumbwa muchinzvimbo che'muchengeti'.
Nokudaro, kuberekwa kwaBarbie kuzere nechirevo chekumuka kwevakadzi kubva pakutanga.
'Iye' anobvumira vasikana vasingaverengeki kuti vazvione ivo pachavo mune ramangwana, kwete chete semudzimai, amai, asiwo semhando ipi zvayo yebasa.
Mumakumi mashoma emakore akatevera, Mattel akatanga zvinopfuura mazana maviri nemakumi mashanu zvidhori zveBarbie zvine mifananidzo yehunyanzvi, kusanganisira vagadziri vezvipfeko, vazivi vemuchadenga, vatyairi vendege, vanachiremba, vashandi vachena, vatori venhau, mashefu, uye kunyange Barbie musarudzo yemutungamiri wenyika.
'Ivo' vanodudzira zvakajeka sirogani yemhando yemhando- 'Barbie': muenzaniso wevasikana vadiki. Panguva imwecheteyo, vanopfumisa chimiro chechimiro nemufananidzo wakazvimirira uye wakazvimiririra, vachigadzira IP yevakadzi izere neavant-garde. zvinoreva.
Nekudaro, zvidhori zveBarbie zvinotaridza chikamu chakakwana chemuviri, kusvika pamwero wakati, zvakare zvakatungamira kune yevakadzi aesthetic deformity.
Vanhu vazhinji vanowira mukushushikana kwechimiro nekuda kweiyo 'Barbie standard', uye vasikana vazhinji vanotoenda pakudya kusingafadzi uye kuvhiyiwa kwekushongedza kuti vatevere muviri wadhiabhorosi.
Barbie, uyo pakutanga aifananidzira kunaka kwevasikana vachiri kuyaruka, zvishoma nezvishoma ave mufananidzo wechikadzi akatarisa. Nekuwedzera kumutswa kwekuziva kwevakadzi, Barbie ave chinhu chekupokana uye kushoropodzwa.
Kuburitswa kweiyo 'Barbie' live-action firimu zvakare kukosha kwekugadzirisa 'Barbie tsika' naMattel.
Kubva pamaonero aBarbie, inoita ongororo yakadzama yemunhu ari mukati menguva itsva, uye inoita kufunga kwakadzama pane iripo kukosha system. Pakupedzisira, rinotarisa dingindira rekuti " kuti 'munhu' anofanira kuwana sei iye chaiye uye azvigamuchire."
Izvi zvinoita kuti muenzaniso we "Barbie" IP, usisaganhurirwe kune murume kana mukadzi, wakatanga kupenya kune vanhu vakawanda. Tichitarisa kubva pahuwandu hwemaonero evanhu uye maitiro anomutswa nefirimu razvino, zano iri riri pachena rakabudirira.
02. Barbie akazova sei IP yakakurumbira?
Munhoroondo yese ye "Barbie" IP kusimudzira, hazvina kuoma kuwana izvo:
Chimwe chezvakavanzika zvehupenyu hwayo hurefu ndechekuti inogara ichinamatira kumufananidzo waBarbie uye kukosha kwetsika yeBarbie.
Achivimba nemutakuri wezvidhori, Barbie anotengesa tsika yaBarbie inomiririra 'kurota, ushingi uye rusununguko'.
Vanhu vanotamba neBarbie zvidhori vachakura, asi pane nguva dzose munhu anoda tsika yakadaro.
Kubva pamaonero ekushambadzira brand, 'Barbie' haisati yapatsanurika kubva mukuenderera mberi kwekuongorora uye kuyedza kweMattel muIP yekuvaka uye yekushambadzira nzira yekuwedzera.
Mumakore makumi matanhatu nemana ebudiriro, Barbie akagadzira yake yakasarudzika 'Barbiecore' aesthetic maitiro, uye akagadzirawo chiratidzo chepamusoro chine yakasarudzika mapoinzi-Barbie poda.
Muvara uyu unobva ku "Babrie Dream House" yakavakwa naMattel yezvidhori zvaBarbie, nhare yezviroto inoshandiswa kuisa zvinhu zvakawanda zvezvidhori zveBarbie.
Sezvo uku kufananidzwa kwemavara kuri kuramba kuchionekwa zvakare munyika yeBarbie, 'Barbie' uye 'pink' zvishoma nezvishoma zvakagadzira kuwirirana kwakasimba uye kudzikamiswa sechiratidzo chikuru chechiratidzo.
Muna 2007, Mattel akanyorera iyo yakasarudzika Pantone ruvara kadhi-Barbi hupfu PANTONE219C yaBarbie. Nekuda kweizvozvo, 'Barbie poda' yakatanga kuuraya mufashoni uye denderedzwa rekushambadzira.
Semuyenzaniso, kushanda neAirbnb kugadzira vhezheni yechokwadi ye "Barbie's Dream Mansion"kubvisa vashandisi vane rombo rakanaka kuti vagare, vachinakidzwa nekunyudza kwaBarbie, uye 'pink icon' kuwana yakanakisa nzvimbo yekushambadzira isina Indaneti.
Semuyenzaniso, neNYX, Barneyland, ColourPop, Colorkey Karachi, Mac, OPI, shuga, Glasshouse uye kumwe runako, chipikiri, kupfeka kwevadzidzi, aromatherapy brand yakatanga kubatana kwakabatana, nemoyo wemusikana kuti awedzere kushandiswa kwevakadzi.
Sekutaura kwaMattel Mutungamiriri uye COO Richard Dixon mubvunzurudzo ye 'Forbes', Barbie akashanduka kubva pachidhori kuita brand yefranchise ine hunyanzvi hukuru hwekuwedzera nekutengesa mhando kupfuura chero chigadzirwa pachayo.
Mattel, iyo yakasundidzira Barbie kumberi, iri kunakirwa nemhando hombe yemhando yakaunzwa na "Barbie" IP.
Inotora Barbie semuimbi, mukurumbira wewebhu uye yekushandira pamwe (Richard Dixon), achitarisira kuti nyika yekunze inozviona se 'kambani yepop tsika'.
Kuburikidza nekuenderera mberi kwekusimudzira kwetsika yakawedzera kukosha kuseri kwematoyi, kuwedzera kwesimba rayo uye nemwaranzi yakasimba uye basa rekutyaira re "Barbie" IP rinoonekwa.
Sezvo 'Barbie' firimu poster anoti: 'Barbie ndiye zvose.'
Barbie inogona kuva ruvara, inogonawo kuva chimiro; inogona kumiririra kupandukira uye ngano, uye inogonawo kufananidzira mafungiro uye kutenda kune masimba ose; kunogona kuve kuongorora nzira yehupenyu, kana kuve kuratidzwa kwemukati memunhu.
Barbie IP yakavhurika pasirese zvisinei nekuti murume kana mukadzi.
Nguva yekutumira: Zvita-13-2023
