We are at the beginning of September and the brands seem to have lost the notion of temporality. And it is that in a routine visit to the point of sale it is possible to observe that the proposal of certain brands is already in the emblematic celebration of the Day of the Dead in Mexico that in past years has proven to be a great hook for both national and international brands. Mattel and Barbie know it and are willing to capitalize on it.
And it is that now a special edition has been released in which Barbie and her faithful companion Ken dress up in one of the most recognized traditions worldwide.
During the afternoon of this Tuesday, Barbie unveiled this special edition that for the first time includes Ken who with an image inspired by the culture of the chatter is shown with a look inspired by the aforementioned tradition.
The fact has generated great interest among social network users, who have started to generate diverse opinions on social networks applauding the inclusion and recognition of a Mexican tradition that goes around the world.
Every fall, many families with roots in Mexico honor their loved ones by celebrating Día de Muertos. The 2021 Día De Muertos Barbie and Ken dolls pay tribute to the Mexican festival of remembrance, making this the perfect pair of collectible gifts for all who celebrate. pic.twitter.com/fThkh7Gg9Y
– Barbie (@Barbie) September 7, 2021
Undoubtedly, this move by Mattel by Barbie is a success if we consider that over two days, the offerings, skulls, bread of the dead and other products of the season are constant, which for brands translates into a great opportunity for brands in their task of connecting with audiences from a much more human and social terrain.
The issue goes beyond a branding issue and is linked to a consumer issue. It is precisely Kantar the firm that last year was in charge of studying this matter and revealed that 86 percent of Mexicans would seek to celebrate from home and remember their dead while 76 percent would put up an altar.
Among the most sought after and demanded products were the marigold flower, 67 percent of Mexicans will buy it, candles (73 percent), fruits such as mandarins, oranges and sweet potatoes (42 percent).
Additionally, it was estimated that the sale of soft drinks and alcoholic beverages would be a constant for 40 percent and 23 percent, respectively.
The trend and the great success of Barbie has been demonstrated by other brands that in recent years have decided to get into the celebration with special editions that have ended in real success in terms of sales.
For example, last year, Nike surprised with three models inspired by this Mexican tradition. The most expensive of these, the Air Jordan 1 Mid, have a price of 2,700 pesos.
The expectation around the product grew as the brand launched some advances in their design accompanied by an interesting promotional campaign.
“The Día de Muertos collection takes inspiration from the Mexican tradition that celebrates life and death, while honoring family and loved ones. The collection is inspired by the traditional offering that is placed each year during this celebration, through a modern approach based on art and culture ”, highlighted Nike when presenting this special collection.
This type of special editions play with elements that adapt to a local context and traditions, which tie and connect directly with the identity of the consumer.
It is a seasonal product that is exclusive, valid and of which few copies will be generated, which has opened a new field of action for brands related to these products.
In such a way it is not strange to find collectors around the world willing to pay hundreds of dollars for a pair of dolls that are considered strange.