Mattel, the creator of Barbie and Monster High, surprised many when the success of Mattel’s Monster High Goth Barbie collection became the best-selling doll in the world. The “Goth Barbie” was released in 2010 and has quickly skyrocketed in popularity and sales. The Goth Barbie dolls are “descendants” of some of the most famous monsters in history such as Count Dracula and Frankenstein.
Marketers believe that Mattel’s Monster High Goth Barbie has sold so well due to several factors. One of the main reasons is because the dolls were released during a time when movies such as Twilight were coming out. Monsters were coming back under the limelight.
Another big factor in Goth Barbie becoming the best-selling dolls in the world is the message that Mattel sends along with the Goth Barbie’s. The slogans have relevance to current social issues such as bullying and self-acceptance.
The Monster High Goth Barbie message the slogans have said: "Freaky Just Got Fabulous!" (2010-2011); "Be yourself, be unique, be a monster!" (2011-2013); "Where Screams Come True!" (2013-present).
The marketing director of Mattel commented on the message of the Goth doll, “The message about the brand is really to celebrate your own freaky flaws, especially as bullying has become such a hot topic,” stated Cathy Cline.
Which Goth Barbie do you like the best? Are you surprised that Goth Barbie is the biggest selling doll in the world? Frankly, I’m not. Barbie will continue to change over the years and no matter how they package and sell her, people always like it.