Rejuvenating a Well-Established Toy Brand

An international toy manufacturer was seeking to gain a deeper understanding of how their current customers perceive its famous Barbie brand to optimize the brand positioning in Japan overall.

• Exploring the perception and aspiration for Barbie among users to identify the brand core value and how it resonate with consumers by using a Needs DCode exercise to explore how their choice of toys links to their needs
• 12 in-depth interviews with girls, aged 3-8, and their moms, as well as teens, university students and young working females.

• Gaining an in-depth insight into respondents’ play experience- in general, and with the client’s product
• Recommendations for strategic positioning and messaging going forward based on potential territories that are close to the core brand