Barbie anabadwa mu 1959 ndipo tsopano ali ndi zaka zoposa 60.
Ndi chithunzi cha pinki chokha, zidayambitsa zokambirana zapadziko lonse lapansi.
Ndi zosakwana 5% za filimuyi, komanso chifukwa cha mizere ndi pakati pa bwalo lolimba.
Mayina okwana 100+, okhudza pafupifupi zovala, chakudya, nyumba ndi mayendedwe, 'Barbie pinki Marketing' idasesa mafakitale onse akulu.
'Iye' nthawi ina ankafunidwa kwambiri, komanso amatsutsana ndi kufunsidwa mafunso. Mchitidwe wa zaka zopitirira theka la zana sunangolephera kuthetsa Barbie, koma wakula kuchokera ku chidole cha pulasitiki kukhala 'fano lapadziko lonse'.
Kotero mu zaka makumi asanu ndi limodzi zapitazi, kodi Barbie anachita bwanji ndi mikangano ndi zovuta, ndi momwe angakwaniritsire 'osati akale' ndi 'otchuka nthawi zonse'? Njira yamtundu ndi zochita zitha kukhala ndi tanthauzo lalikulu pakutsatsa kwamtundu wamakono.
Pamene maboma akubweza ufulu wa amayi, Barbie adawonekera ngati chizindikiro cha kupatsa mphamvu kwa akazi komanso kufunikira komenyera nkhondo kuti atengenso mphamvu zomwe zidachotsedwa.
Kusaka kokhudzana ndi Barbie kwachuluka kwambiri pa Google, ndipo ngakhale posaka mawu omwe ali ndi 'Barbie', Google's search bar imangosanduka pinki.
01. Kuchokera ku zidole kupita ku 'mafano', Barbie IP mbiri
Mu 1959, Ruth ndi mwamuna wake Eliot Handler adayambitsanso Mattel Toys.
Ku New York Toy Show, adavumbulutsa chidole choyamba cha Barbie - munthu wamkulu wachikazi atavala suti yosamba ya mizere yakuda ndi yoyera yokhala ndi ponytail ya blond.
Chidole chimenechi chokhala ndi kaimidwe ka munthu wamkulu chinasokoneza msika wa zidole panthawiyo.
Izi zisanachitike, panali zoseweretsa zamitundu yambiri za anyamata, pafupifupi kuphatikiza mitundu yonse yaukadaulo, koma zidole zingapo za ana zinalipo kuti atsikana asankhe.
Malingaliro amtsogolo a atsikana amapangidwa ngati 'wosamalira'.
Choncho, kubadwa kwa Barbie kuli ndi tanthauzo la kudzutsidwa kwa akazi kuyambira pachiyambi.
'Iye' amalola atsikana osawerengeka kudziwona okha m'tsogolo, osati ngati mkazi, mayi, komanso ngati udindo uliwonse.
Pazaka makumi angapo zotsatira, Mattel adakhazikitsa zidole zopitilira 250 za Barbie zokhala ndi zithunzi zamaluso, kuphatikiza opanga zovala, oyenda mumlengalenga, oyendetsa ndege, madotolo, ogwira ntchito m'makola oyera, atolankhani, ophika, ngakhale Barbie pachisankho chapurezidenti.
'Iwo' amatanthauzira momveka bwino mawu oyambira a mtunduwo- 'Barbie': chitsanzo kwa atsikana achichepere. Nthawi yomweyo, amalemeretsa chikhalidwe cha mtunduwo ndi chithunzi chodzidalira komanso chodziyimira pawokha, ndikupanga IP yachikazi yodzaza ndi avant-garde. tanthauzo.
Komabe, zidole za Barbie zimawonetsa gawo labwino kwambiri la thupi, kumlingo wina, zomwe zidapangitsanso kukongola kwachikazi.
Anthu ambiri amakhala ndi nkhawa chifukwa cha 'Barbie standard', ndipo atsikana ambiri amadya zakudya zopanda thanzi komanso opaleshoni yodzikongoletsa kuti akwaniritse thupi la mdierekezi.
Barbie, yemwe poyamba ankaimira zabwino za atsikana achichepere, pang'onopang'ono wakhala chithunzi chachikazi choyang'ana. Ndi kudzutsidwa kwina kwa chidziwitso cha akazi, Barbie wakhala chinthu chotsutsidwa ndi kutsutsidwa.
Kutulutsidwa kwa kanema wa 'Barbie' ndikothandizanso kukonzanso chikhalidwe cha Barbie cholembedwa ndi Mattel.
Kutengera momwe Barbie amawonera, amadzipenda mozama momwe alili munthawi yanthawi yatsopano, ndikupanga kuganiza mozama pamayendedwe omwe alipo. Pomaliza, likugogomezera mutu wa "momwe 'munthu' ayenera kudzipezera yekha ndi kudzivomereza yekha."
Izi zimapangitsa chitsanzo cha "Barbie" IP, chosakhalanso ndi jenda, chinayamba kufalikira kwa anthu ambiri. Potengera kuchuluka kwa malingaliro a anthu ndi zomwe achita zomwe zadzutsidwa ndi kanema wapano, njira iyi mwachiwonekere ndi yopambana.
02. Kodi Barbie adakhala bwanji IP Yotchuka?
M'mbiri yonse ya "Barbie" IP chitukuko, sikovuta kupeza kuti:
Chimodzi mwa zinsinsi za moyo wautali ndikuti nthawi zonse amatsatira chifaniziro cha Barbie ndi mtengo wa chikhalidwe cha Barbie.
Podalira chonyamulira zidole, Barbie amagulitsa chikhalidwe cha Barbie chomwe chimayimira 'maloto, kulimba mtima ndi ufulu'.
Anthu omwe amasewera ndi zidole za Barbie adzakula, koma nthawi zonse pali wina yemwe amafunikira chikhalidwe choterocho.
Malinga ndi kutsatsa kwamtundu, 'Barbie' akadali wosasiyanitsidwa ndi kufufuza kosalekeza ndi kuyesa kwa Mattel mu zomanga za IP ndi kukulitsa njira zotsatsira.
M'zaka za 64 zachitukuko, Barbie adapanga mawonekedwe ake apadera a 'Barbiecore', ndipo adapanganso chizindikiro chapamwamba chokhala ndi mfundo zapadera za kukumbukira-Barbie ufa.
Mtundu uwu umachokera ku "Babrie Dream House" yomangidwa ndi Mattel kwa zidole za Barbie, nyumba yamaloto yomwe imagwiritsidwa ntchito posungiramo zipangizo zambiri za zidole za Barbie.
Pamene kufananitsa mitunduku kukupitilira kuwonekeranso mdziko la Barbie, 'Barbie' ndi 'pinki' pang'onopang'ono apanga kulumikizana kolimba ndikukhazikika ngati chizindikiro chachikulu chowonekera.
Mu 2007, Mattel adafunsira Pantone color card-Barbi powder PANTONE219C kwa Barbie. Zotsatira zake, 'Barbie powder' anayamba kupha m'mafashoni ndi malonda.
Mwachitsanzo, kugwira ntchito ndi Airbnb kupanga mtundu weniweni wa "Barbie's Dream Mansion"kutulutsa ogwiritsa ntchito mwayi kuti akhalebe, kusangalala ndi zochitika za Barbie, ndi 'chithunzi cha pinki' kupeza malo abwino kwambiri otsatsa osagwiritsa ntchito intaneti.
Mwachitsanzo, ndi NYX, Barneyland, ColourPop, Colorkey Karachi, Mac, OPI, shuga, Glasshouse ndi kukongola kwina, msomali, kuvala kwa ophunzira, mtundu wa aromatherapy unayambitsa mgwirizano wapamtima, ndi mtima wa mtsikanayo kuti agwiritse ntchito mofulumizitsa kumwa kwa akazi.
Monga Purezidenti wa Mattel ndi COO Richard Dixon adanena muzoyankhulana za 'Forbes', Barbie adasintha kuchokera ku chidole kukhala mtundu wamalonda omwe amatha kukulitsa ndikugulitsa mtunduwo kuposa chinthu chilichonse chokha.
Mattel, omwe adakankhira Barbie patsogolo, akusangalala ndi mtundu waukulu wobweretsedwa ndi "Barbie" IP.
Imamuwona Barbie ngati wojambula, wotchuka pa intaneti komanso chinsalu chothandizana (Richard Dixon), akuyembekeza kuti mayiko akunja amadziona ngati 'kampani ya chikhalidwe cha pop'.
Kupyolera mukukula kosalekeza kwa chikhalidwe chowonjezera chamtengo wapatali kumbuyo kwa zoseweretsa, kukulitsa kwachikoka chake komanso mphamvu yamphamvu yowunikira komanso kuyendetsa ntchito kwa "Barbie" IP kumakwaniritsidwa.
Monga filimu ya 'Barbie' imati: 'Barbie ndi chirichonse.'
Barbie akhoza kukhala mtundu, angakhalenso kalembedwe; imatha kuyimira kusokoneza ndi nthano, komanso imatha kuwonetsa malingaliro ndi chikhulupiriro champhamvu zonse; kukhoza kukhala kufufuza njira ya moyo, kapena kungakhale chiwonetsero cha umunthu wamkati.
Barbie IP ndi yotseguka padziko lonse lapansi mosasamala kanthu kuti ndi ndani.
Nthawi yotumiza: Dec-13-2023
