An haifi Barbie a shekara ta 1959 kuma yanzu ya wuce shekaru 60.
Tare da fosta mai ruwan hoda kawai, ya saita haɓakar tattaunawa a duniya.
Kasa da 5% kawai na fim din, amma kuma ta hanyar layin layi da tunanin da'irar mai karfi.
Kamar yadda 100+ iri sunayen, rufe kusan dukkan al'amurran na tufafi, abinci, gidaje da kuma sufuri, 'Barbie pink marketing' share duk manyan masana'antu.
An taɓa neman 'ta' sosai, amma kuma tana da rigima da tambaya. Halin na fiye da rabin karni ba kawai ya kasa kawar da Barbie ba, amma ya girma daga 'yar tsana na filastik zuwa 'tsakin duniya'.
Don haka a cikin shekaru sittin da suka gabata, ta yaya Barbie ta magance rikice-rikice da rikice-rikice, da kuma yadda za a cimma 'ba tsofaffi' da ' ko da yaushe shahara '? Dabarar alama da aikin na iya samun ma'ana mai girma ga tallan tallan na yanzu.
Yayin da gwamnatoci ke mayar da haƙƙin mata, Barbie ta fito a matsayin alama ba kawai na ƙarfafa mata ba amma wajibcin faɗa don kwato ikon da aka kwace.
Binciken da ke da alaƙa da Barbie ya ƙaru akan Google, kuma ko da lokacin neman kalmomi da 'Barbie', mashin binciken Google zai zama ruwan hoda kai tsaye.
01. Daga tsana zuwa 'gumaka', Barbie IP tarihin
A cikin 1959, Ruth da mijinta Eliot Handler sun kafa Mattel Toys.
A wasan kwaikwayon wasan yara na New York, sun buɗe ƴar tsana ta farko ta Barbie - wata mace balagagge a cikin rigar wanka mara ɗorawa baƙar fata da fari tare da wutsiya mai farin gashi.
Wannan ’yar tsana mai tsayin daka babba ta juyar da kasuwar abin wasa a wancan lokacin.
Kafin wannan, akwai nau'ikan kayan wasan yara da yawa na samari, kusan sun haɗa da kowane nau'in ƙwarewar ƙwararru, amma ɗimbin tsana na yara ne kawai ake samun 'yan mata su zaɓa.
An tsara tunanin 'yan matan nan gaba a matsayin 'mai kulawa'.
Saboda haka, haihuwar Barbie yana cike da ma'anar farkawa mace daga farkon.
'Ta' ba wa 'yan mata da yawa damar ganin kansu a nan gaba, ba kawai a matsayin mata, uwa ba, har ma a matsayin kowace irin rawa.
A cikin 'yan shekarun da suka gabata, Mattel ya ƙaddamar da fiye da 250 Dolls Barbie tare da hotuna masu sana'a, ciki har da masu zanen kaya, 'yan saman jannati, matukan jirgi, likitoci, masu aikin farar fata, 'yan jarida, masu dafa abinci, har ma da Barbie a zaben shugaban kasa.
'Suna' suna fassara ainihin taken alamar alama - 'Barbie': abin koyi ga 'yan mata matasa. A lokaci guda kuma, suna wadatar da al'adun alama tare da hoto mai ƙarfi da kwanciyar hankali, ƙirƙirar IP na mata mai cike da avant-garde. ma'ana.
Duk da haka, Barbie tsana nuna cikakken rabo na jiki, zuwa wani har, kuma ya kai ga mace aesthetic nakasar.
Mutane da yawa sun fada cikin bacin rai saboda 'Barbie standard', kuma 'yan mata da yawa ma suna ci gaba da cin abinci mara kyau da aikin gyaran jiki don su bi jikin shaidan.
Barbie, wanda asalinsa alama ce ta manufa na 'yan mata matasa, a hankali ya zama hoton mace mai kallo. Tare da ƙarin farkawa na fahimtar mace, Barbie ya zama abin juriya da zargi.
Sakin fim ɗin raye-raye na 'Barbie' shima darajar sake fasalin al'adun Barbie' na Mattel.
Daga hangen nesa na Barbie, yana yin nazari mai zurfi game da kai a cikin yanayin sabon zamani, kuma yana yin tunani mai mahimmanci akan tsarin darajar data kasance. A ƙarshe, yana mai da hankali kan taken "yadda 'mutum' ya kamata ya sami ainihin kansa kuma ya karɓi kansa."
Wannan ya sa abin koyi na "Barbie" IP, wanda ba a iyakance ga jinsi ba, ya fara haskakawa ga yawan jama'a. Yin la'akari da yawan ra'ayoyin jama'a da martanin da fim din na yanzu ya taso, wannan dabarar ta yi nasara a fili.
02. Ta yaya Barbie ya zama Popular IP?
A cikin tarihin ci gaban "Barbie" IP, ba shi da wahala a sami cewa:
Ɗaya daga cikin sirrin tsawon rayuwarsa shine cewa koyaushe yana bin siffar Barbie da darajar al'adun Barbie.
Dogaro da ɗan tsana, Barbie a zahiri yana sayar da al'adun Barbie wanda ke nuna 'mafarki, ƙarfin zuciya da 'yanci'.
Mutanen da suke wasa tare da tsana na Barbie za su girma, amma akwai ko da yaushe wanda yake buƙatar irin wannan al'ada.
Daga mahangar tallace-tallacen iri, 'Barbie' har yanzu ba a raba shi da ci gaba da bincike da yunƙurin Mattel a ginin IP da fadada hanyar talla.
A cikin shekaru 64 na ci gaba, Barbie ya ƙirƙiri salon sa na musamman na 'Barbiecore', kuma ya haɓaka babbar alama tare da mahimman abubuwan ƙwaƙwalwar ajiya-Barbie foda.
Wannan launi ya fito ne daga gidan "Babrie Dream House" wanda Mattel ya gina don Barbie dolls, wani gidan mafarki da aka yi amfani da shi don samar da kayan haɗin Barbie da yawa.
Yayin da wannan daidaitawar launi ke ci gaba da bayyanawa a cikin duniyar Barbie, 'Barbie' da 'ruwan hoda' a hankali sun kafa alaƙa mai ƙarfi kuma sun daidaita azaman babbar alama ta gani.
A cikin 2007, Mattel ya nemi keɓaɓɓen katin launi na Pantone-Barbi foda PANTONE219C don Barbie. A sakamakon haka, 'Barbie foda' ya fara kashewa a cikin salon da'irar tallace-tallace.
Misali, aiki tare da Airbnb don ƙirƙirar ingantaccen sigar "Barbie's Dream Mansion" fitar da masu amfani da sa'a su zauna, suna jin daɗin ƙwarewar Barbie, da 'tambarin ruwan hoda' suna samun kyakkyawan sararin tallan kan layi.
Misali, tare da NYX, Barneyland, ColourPop, Colorkey Karachi, Mac, OPI, sugar, Glasshouse da sauran kyau, ƙusa, suturar ɗalibi, alamar aromatherapy tare da haɗin gwiwar haɗin gwiwa, tare da zuciyar yarinyar don yin amfani da damar cin mace.
Kamar yadda shugaban Mattel da COO Richard Dixon ya ce a cikin wata hira ta 'Forbes', Barbie ya samo asali ne daga 'yar tsana zuwa alamar ikon amfani da ikon amfani da ikon amfani da ikon yin amfani da shi don fadadawa da tallata alamar fiye da kowane samfurin da kansa.
Mattel, wanda ya tura Barbie a gaba, yana jin daɗin babban tasirin alama wanda "Barbie" IP ya kawo.
Yana la'akari da Barbie a matsayin mai zane-zane, shahararren gidan yanar gizo da zane mai haɗin gwiwa ( Richard Dixon ), yana fatan cewa duniyar waje tana ganin kanta a matsayin 'kamfanin al'adun gargajiya'.
Ta hanyar ci gaba da ci gaban al'adun da aka kara da su a bayan kayan wasan kwaikwayo, fadada tasirinsa da kuma ƙarfin radiation da rawar motsa jiki na "Barbie" IP an gane.
Kamar yadda hoton fim ɗin 'Barbie' ya ce: 'Barbie shine komai.'
Barbie na iya zama launi, kuma yana iya zama salon; yana iya wakiltar rushewa da almara, kuma yana iya nuna alamar hali da imani mai iko; yana iya zama binciko hanyar rayuwa, ko kuma yana iya zama bayyanar da kai.
Barbie IP yana buɗewa ga duniya ba tare da la'akari da jinsi ba.
Lokacin aikawa: Dec-13-2023
