Barbie just doesn’t cut it for little girls in Japan, who would rather play with Licca-Chan, a rival doll. So instead, Mattel, Inc. will cater to adult brides when it launches the Barbie Bridal line, a collection of wedding gowns complete with ruffles and bows embroidered with the Barbie logo, only in Japan in June. “Once our apparel brand is established, then we can go back to our core target, kids,” said John Cullen, vice president of Mattel Brands. Offering Barbie-themed wedding dresses seems like a disastrous plan for Mattel to bolster the Barbie brand in Japan, but really, it’s not at all far-fetched. Keep reading »
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