Find 3 doll related businesses and describe how they approach the feminine nature of the market they have.
Middleton Doll, Barbie and Bratz are all doll related businesses and which have a feminine market. Middleton Doll is aimed at the younger girl as well as the collector. The website is very simple using feminine colours – baby pink, white and light grey. It has an established feel to it, using simple graphics and appealing to mums with photos of products, photos of the designers, an online catalogue and easy access to newsletter. The easy flowing script font (Middleton dolls) as well as the soft shapes of hearts and roses all contribute to creating an all round feminine feel. Barbie and Bratz are targeted more so for the older girl/young teenager. They both have interactive websites targeted for girls with knowledge of the Internet. Barbie engages with its audience through a representation of a teenager’s room, with fun colours, music and games to keep them on the site. There are also video intros to different product characters. Bratz has adopted a similar feminine approach using fun, bright graphics, girly music and video clips of the dolls in action. Bratz is aimed at a slightly older age group again, however has stretched the age group even further with a release of the Bratz movie, broadening the interest to high school. The feminine nature created in Barbie and Bratz is in its projected brand and lifestyle there of. It is tapping into a lifestyle market – telling girls what to listen to, what to wear, what movies to watch etc. and they are providing all these things.
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