Chapter 265： Planning ahead for the layout of the toy industry

In the face of Dunn's unceremonious question, Isaac Larian did not hide it, and said honestly: "Yes. In the past few years, mga has not found a profit point, so that the company's performance continues to be sluggish, my brother He has lost faith in the toy industry and has sold his shares to find another way out."

This coincides with Dunn's investigation. The headquarters of mga entertainment is in the San Fernando Valley, which is very close to Hollywood. It is not difficult to inquire about some information.

Just a few months ago, Isaac Larian bought a 45% stake in his brother for $9 million.

Now mga entertainment is completely a private enterprise in his hands.

"Then what's your reason? How do you convince me?" Dunn was very satisfied with the frankness of the other party, which formed the basis for cooperation.

In fact, the average class, the average quality of white people, is greater than people of color. And the elites, people of color, are far more literate than white people.

It is because people of color will encounter greater ups and downs and difficulties than white people in the process of struggle and success, and their personalities, conduct, and habits will be viewed with more critical eyes.

So Isaac Larian, an elite of color, is far more trustworthy than white people.

Facing Dunn's question, Isaac Larian acted naturally and calmly, his eyes widened, "Because of Barbie!"

Dunn smiled, "The whole world knows that I have a lot of opinions on the shape of Barbie dolls."

"This is just one aspect. Regarding Barbie, I have done more in-depth research." Isaac Larian seems to be unwilling to fall into Dunn's orbit.

"Oh? Talk about it." Dunn looked calm.

Isaac Larian sat upright and cleared his throat, "First of all, we must admit that in the feminine doll market, Barbie is the dominant family and has unshakable strength."

"In 1991, Hasbro launched the plump, blonde Miss America series dolls, which were hot in the market; Mattel immediately responded and launched the American Queen Barbie, which defeated Hasbro in one fell swoop. Couldn't find the Miss America doll."

"In 1992, the little mermaid doll was popular in the market, and Barbie followed quickly, and the fishtail Barbie appeared. In just half a year, the little mermaid was defeated. Although Disney has also launched a series of princess dolls, it can only live in In Barbie's shadow."

Dunn smiled immediately, "Mr. Larian, I don't know, I thought you were Mattel's publicity officer."

Isaac Larian shook his head and said sternly: "Mr. Walker, mga's main business is also feminine dolls. If you want to open up the situation, Barbie is a threshold that must be crossed. To fight against Barbie, you must be clear. All her strengths."

"Avoid its edge?" Tang En picked up his eyes.

"Yes, the advantages of Barbie dolls cannot be touched by any emerging dolls, otherwise it will be a dead end! We must seek differentiation and find the right opportunity to attack the market in one fell swoop!" Isaac Larian looked deeply He glanced at Dunn, "Because of your remarks, Barbie has been questioned a lot now. In my opinion, the best time has come!"

Dunn's management style is that he makes him stronger, and I will only be stronger!

Isaac Larian's curvy and evasive way of looking a little weak, but smart enough to quickly open up the situation.

At least it won't be so rampant that Tang En Pictures was almost slapped to death by the giant.

"Nicole, make me a cup of coffee!" Dunn shouted in the direction of the door, and then slowly thought: "Avoid the advantages of the other party, I agree, but how do you avoid differentiation? Or ... Where is Barbie's weakness? Don't tell me it's the figure!"

Isaac Larian said: "Because of the baptism of information on TV, video tapes and the Internet, children are generally precocious now, which leads to the phenomenon of 'childhood condensation'. The minds of young people, for them, toys that are too childish, will definitely be repelled."

"In the past, 12-year-old girls may still play with dolls, but now, the main consumer group of Barbie dolls is little girls aged 3-5. In the rapidly changing tastes of little girls, Barbie dolls have become a Baby toys. Even a lot of little girls aged 6-7 are influenced by their older sisters and think Barbie is too childish."

"According to data, in 1997, the global sales of Barbie dolls reached 1.8 billion US dollars, while last year, it was only 1.6 billion US dollars, which is showing a decreasing trend. It can be seen that after the little girls matured, they began to grow more and more. Pursue yourself and change your taste.”

Tang En nodded, "Indeed, Barbie's success is a product of industrial civilization, and now it has entered the era of electronic civilization, the diversification of culture and the diversification of consumer tastes are destined for Barbie in this new era. no longer."

At this time, Nicole Kidman came over with freshly brewed coffee and was somewhat surprised when he heard Dunn's words, and simply sat down beside him.

Barbie is also her childhood toy. Could it be that... Barbie is really going to be eliminated by the times?

Today's Barbie is still the world's largest selling toy. Dunn's remarks are too arbitrary, right?

Dunn seemed to see Nicole Kidman's suspicion and explained with a smile: "The current American culture is making great strides towards a diverse racial culture, encouraging the pursuit of self, and the trend of popular culture is changing rapidly. Britney Spears' dance_pop is, to put it bluntly, the disco of the new era, and it won't be a few years before Beyonce can represent the future."

Nicole was even more confused, Dunn's words became more and more exaggerated, but Isaac Larian's eyes lit up and he felt the same way, "Yes, that's the truth!"

"Oh? What did you think of?" Dunn smiled and looked at him.

Isaac Larian said: "Britney is like a princess, she has the perfect face, the perfect body, the perfect voice, she is like the Barbie in the music industry! And Beyonce represents In another direction, she looks like everything is mediocre than Britney, and she is still a person of color, but she is a representative of civilian culture and hippie culture."

Tang En looked at him deeply, "It seems that you have already thought about it clearly. You are planning to launch a doll that can compete with Barbie, right?"

"indeed so!"

Isaac Larian thought about it for a while, but took out a doll model from his briefcase. It was similar in shape to a Barbie doll, but the figure was not so exaggerated, and the head was cartoonishly enlarged. The most important point, Her clothes are not as luxurious and elegant as Barbie, but ordinary hip-hop style.

Seeing this doll, Tang En's heart jumped, his eyes narrowed into a line instantly, and he felt a shiver all over his body.

It was really her!

"Wow!"

Nicole Kidman's eyes lit up when she saw this new doll, "Sir, I... can I have a look?"

"certainly!"

Nicole took over the fashion doll, flipped it from side to side, and loved it very much, "It's very beautiful, she has a completely different style from Barbie, but... it's really cute too."

The corners of Tang En's mouth twitched, and he chuckled: "The key to her style is her more personality, more freedom, and closer feminism."

Nicole Kidman nodded and played for a while before looking at Isaac Larian, "Does she have a name?"

"Yes, Baze, this is the Baze doll I'm going to market."

Isaac Larian became more confident when he saw Nicole's delighted expression.

Even the big star Nicole Kidman can't put it down. Will the prospect of the Baez doll be bad?

Dunn is sharp in his heart.

Sure enough, it's really a Baez doll!

A few days ago, when he saw the information and financing application of mga company for the first time, the first thing that came to his mind was the famous Baez doll!

It's a pity that in the previous life, the influence of the Baez dolls was too great, and the strategy of mga entertainment was wrong, which led to the tragedy.

It's like Disney's dead hand on Dunn Pictures!

Mattel, the old giant toy company, took a shot at MGA and won the Baez doll that shook Barbie's status in one fell swoop.

Will history repeat itself?

The biggest difference between this life and the previous life is the appearance of Dunn Walker.

Moreover, he is exchanging views with the boss of mga entertainment.

"Do you really want to deploy the toy industry?"

Tang En narrowed his eyes, thinking that in the past few months, Mattel has been showing shameless performances one after another, giving them a profound lesson.

(Sanqi Chinese)