- Index hide
Today, major brands are experiencing increased brand loyalty due to the brand’s growing popularity as a collectible.
Keeping the consumer satisfied and loyal enough to frequently purchase a single brand is more difficult than ever in today’s marketplace.
But this happens, as in the case of the Mexican star Thalía, who has a luxurious collection of Barbie.
Through her social networks, the Mexican star Thalía showed her collection of Barbie, which adds more than 500 different models, demonstrating the loyalty it has towards the brand.
Among its collection, the most luxurious models that have been launched stand out:
“You must not know this, but I have over 500 Barbies in a collection that I started many years ago.” the star told People magazine. Next, she showed off her “favorite Barbie”, which is different from the others because it is “so beautiful and realistic”.
As is known, Mattel is a leading global toy company and owner of one of the strongest portfolios of children’s and family entertainment franchises in the world; It has brands like Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO and MEGA, as well as other popular intellectual properties.
Its offerings include film and television content, games, music, and live events. They operate in 35 locations and their products are available in more than 150 countries in collaboration with the world’s leading retail and e-commerce companies since their founding in 1945.
Since the launch of the fashion doll mattel barbie, in 1959, Barbie it has become a cultural icon in the United States and around the world. A look at gross sales of Mattel shows that more than half of the income of Mattel are generated in the North American region.
Nevertheless, apart from Barbie an example of another lucrative brand is Hot Wheels. Introduced in 1968, these scale model cars and track sets are still very popular today. In 2021, the brand Hot Wheels generated a little over US$1 billion in gross sales.
In the last five years, the global sales of Hot Wheels have grown constantly, but going back to Thalía’s collection, we know that since its inception Barbie has been able to adapt to modern times, since only a few months ago it chose to endorse its commitment to inclusion and launch its first doll with a cochlear implant, and the first Barbie with vitiligo inside your line “Barbie Fashionistas”.
The Barbie Thalia’s favorite
@thalia💖💖💖💖💖♬ Sunroof – Nicky Youre & dazy
In addition, in his collection it was possible to observe one that represented Frida Kahlo and another with a punk style hairstyle with many colors.
“Here are a few, this one is unique, no one in the world has another, a Thalía barbie with a microphone included!”, he explained when showing a doll with a detailed piece for the head.
Which shows us the loyalty to the brand that a user can have through collecting, because as we know, loyalty is a central construction of the marketing.
Keeping the consumer satisfied and loyal enough to frequently purchase a single brand is more difficult than ever in today’s marketplace. But today, major brands are experiencing increased loyalty due to the growing popularity of the brand as a collectible and also as representatives of inclusivity, as in this case.
Now read:
Barbie launches Jane Goodall doll made from recycled plastic
Nostalgia for Barbie; 1994 edition found in Margot Robbie film
“I had never been excited to see Barbie”; first images of the film come out