UBarbie wazalwa ngo-1959 futhi manje uneminyaka engaphezu kuka-60 ubudala.
Ngephosta eliphinki kuphela, yaqala ukuchuma kwezingxoxo zomhlaba wonke.
Ngaphansi kuka-5% kuphela wefilimu, kodwa futhi ngenxa yemigqa nokukhulelwa kwendilinga eqinile.
Amagama emikhiqizo angafinyelela kwangu-100+, ahlanganisa cishe zonke izici zezingubo, ukudla, izindlu nezokuthutha, 'i-Barbie pink marketing' yashanela zonke izimboni ezinkulu.
'Uyena' wake wafunwa kakhulu, kodwa futhi waba nempikiswano futhi wabuzwa. Umkhuba weminyaka engaphezu kwengxenye yekhulu leminyaka awugcinanga ngokuhluleka ukuqeda u-Barbie, kodwa ukhule usuka ekubeni unodoli wepulasitiki waba 'yisithixo somhlaba wonke'.
Ngakho-ke kule minyaka engamashumi ayisithupha edlule, u-Barbie wayisingatha kanjani ingxabano kanye nenhlekelele, nokuthi angayithola kanjani 'okungekudala' futhi 'okudumile njalo'? Isu lomkhiqizo kanye nesenzo kungase kube nokubaluleka okukhulu kakhulu ekukhangiseni komkhiqizo kwamanje.
Njengoba ohulumeni bebuyisela emuva amalungelo abantu besifazane, u-Barbie uqhamuke njengophawu lokunikwa amandla abesifazane kuphela kodwa nesidingo sokulwela ukuphinde kuthathwe amandla asusiwe.
Usesho oluhlobene no-Barbie ludlondlobale ku-Google, futhi ngisho nalapho ucinga amagama ano-'Barbie ', ibha yosesho ye-Google izophenduka pink ngokuzenzakalelayo.
01. Kusuka konodoli kuya 'kwizithixo', umlando we-IP kaBarbie
Ngo-1959, uRuth nomyeni wakhe u-Eliot Handler basungula i-Mattel Toys.
Embukisweni Wamathoyizi waseNew York, bembule unodoli wokuqala u-Barbie - umuntu wesifazane omdala ogqoke isudi yokugeza enemigqa emnyama nemhlophe engenazintambo enomsila omhlophe.
Lo nodoli onokuma komuntu omdala wagumbuqela imakethe yamathoyizi ngaleso sikhathi.
Ngaphambi kwalokho, kwakukhona izinhlobo eziningi zamathoyizi abafana, cishe kuhlanganise nazo zonke izinhlobo zokuhlangenwe nakho kochwepheshe, kodwa kuphela izinhlobonhlobo zonodoli bezingane ezazitholakala ukuze amantombazane azikhethele.
Umcabango wesikhathi esizayo wamantombazane ufakwe endimeni 'yomnakekeli'.
Ngakho-ke, ukuzalwa kukaBarbie kugcwele incazelo yokuvuka kwabesifazane kusukela ekuqaleni.
'Uvumela' amantombazane amaningi ukuba azibonele esikhathini esizayo, hhayi nje njengenkosikazi, umama, kodwa futhi njenganoma yiluphi uhlobo lwendima.
Emashumini ambalwa eminyaka alandelayo, uMatel wethula onodoli baka-Barbie abangaphezu kuka-250 abanezithombe eziwuchwepheshe, okuhlanganisa abaklami bemvunulo, osomkhathi, abashayeli bezindiza, odokotela, abasebenzi abamhlophe, izintatheli, abapheki, ngisho noBarbie okhethweni lukamongameli.
'Basihumusha ngokucacile isiqubulo sokuqala somkhiqizo- 'Barbie': isibonelo samantombazane asemancane.Ngasikhathi sinye, bacebisa isiko lomkhiqizo ngesithombe esizethembayo nesizimele, benza i-IP yabesifazane egcwele i-avant-garde. incazelo.
Kodwa-ke, onodoli bakaBarbie bakhombisa ingxenye ephelele yomzimba, ngokwezinga elithile, baphinde baholela ekulimaleni kobuhle besifazane.
Abantu abaningi bawela ekukhathazekeni okubukeka ngenxa ye-'Barbie standard', futhi amantombazane amaningi aze adle ukudla okungenamsoco nokuhlinzwa ukuze aphishekele umzimba kadeveli.
U-Barbie, owayefanekisela ubuhle bamantombazane asanda kweva eshumini nambili, kancane kancane uye waba isithombe sowesifazane esigqolozele. Ngokuvuswa okwengeziwe kokwazi kwabesifazane, u-Barbie usephenduke into yokuphikiswa nokugxekwa.
Ukukhishwa kwefilimu ye-'Barbie' ye-live-action nakho kuyinzuzo yokubunjwa kabusha kwe-'Barbie Culture' ka-Mattel.
Ngokombono ka-Barbie, yenza ukuhlaziya okujulile komuntu siqu kumongo wenkathi entsha, futhi yenza ukucabanga okujulile ngohlelo lwenani olukhona. Ekugcineni, igxile esihlokweni esithi "ukuthi 'umuntu' kufanele azithole kanjani yena uqobo futhi azamukele."
Lokhu kwenza isibonelo se-IP ye-"Barbie", engagcini ngobulili, yaqala ukugqama kubantu abaningi. Uma sibheka inani lemibono yomphakathi nokusabela okuvuswe ifilimu yamanje, leli su liphumelele ngokusobala.
02. Kwenzeka kanjani ukuthi u-Barbie abe IP edumile?
Kuwo wonke umlando wokuthuthukiswa kwe-IP "Barbie", akunzima ukuthola ukuthi:
Enye yezimfihlo zokuphila kwayo isikhathi eside ukuthi inamathela njalo emfanekisweni kaBarbie kanye nokubaluleka kwesiko likaBarbie.
Ethembele kumthwali wonodoli, u-Barbie empeleni uthengisa isiko lika-Barbie elifanekisela 'iphupho, isibindi nenkululeko'.
Abantu abadlala ngonodoli bakaBarbie bazokhula, kodwa kuhlale kukhona umuntu odinga isiko elinjalo.
Ngokombono wokumaketha komkhiqizo, 'u-Barbie' usengahlukaniswa nokuhlola okuqhubekayo nomzamo we-Mattel ekwakheni i-IP kanye nokwandiswa kwendlela yokumaketha.
Eminyakeni engu-64 yokuthuthuka, u-Barbie usezakhele esakhe isitayela sobuhle esiyingqayizivele 'i-Barbiecore', futhi usethuthukise uphawu oluhle kakhulu olunamaphuzu enkumbulo ayingqayizivele-impushana ka-Barbie.
Lo mbala uvela ku-"Babrie Dream House" eyakhiwe u-Mattel konodoli bakwa-Barbie, inqaba yamaphupho esetshenziselwa ukuhlala izisekeli eziningi zika-Barbie.
Njengoba lokhu kufanisa imibala kuqhubeka nokuvela emhlabeni ka-Barbie, 'u-Barbie' kanye 'nopinki' kancane kancane sekwakhe ukuhlobana okuqinile futhi azinza njengophawu olubonakalayo lomkhiqizo.
Ngo-2007, uMatel wafaka isicelo sekhadi lombala wePantone-Barbi powder PANTONE219C lika-Barbie. Ngenxa yalokho, i-'Barbie powder' yaqala ukubulala emibuthanweni yezemfashini neyokuthengisa.
Ngokwesibonelo, ukusebenza ne-Airbnb ukuze udale inguqulo engokoqobo ethi "Barbie's Dream Mansion"ekhipha abasebenzisi abanenhlanhla yokuhlala, bajabulela okuhlangenwe nakho okugxilile kuka-Barbie, kanye 'nesithonjana esipinki' sizuza indawo enhle kakhulu yokumaketha ungaxhunyiwe ku-inthanethi.
Isibonelo, ne-NYX, i-Barneyland, i-ColourPop, i-Colourkey Karachi, i-Mac, i-OPI, ushukela, i-Glasshouse nobunye ubuhle, izinzipho, ukugqokwa kwabafundi, uhlobo lwe-aromatherapy yethule ngokubambisana ukubambisana, nenhliziyo yentombazane yokukhulisa ukusetshenziswa kwabesifazane.
Njengoba uMongameli we-Mattel kanye ne-COO u-Richard Dixon esho engxoxweni 'ye-Forbes', u-Barbie ushintshile esuka ekubeni unodoli waba uhlobo lwe-franchise olunekhono elikhulu kakhulu lokukhulisa nokudayisa umkhiqizo kunanoma yimuphi umkhiqizo ngokwawo.
I-Mattel, ephushe u-Barbie phambili, ijabulela umphumela womkhiqizo omkhulu olethwe yi-IP "Barbie".
Ibheka u-Barbie njengeciko, usaziwayo wewebhu kanye nekhanvasi ehlanganyelwayo(Richard Dixon), ngethemba lokuthi izwe langaphandle lizibona 'njengenkampani yesiko le-pop'.
Ngokuthuthuka okuqhubekayo kwenani elingeziwe lamasiko ngemuva kwamathoyizi, ukunwetshwa kwethonya lawo kanye nendima enamandla yemisebe kanye nokushayela kwe-IP "Barbie" IP kuyabonakala.
Njengoba iphosta ye-movie ethi 'Barbie' ithi : 'U-Barbie uyikho konke.'
Barbie kungaba umbala, kungaba futhi isitayela; lingamela ukuketula kanye nenganekwane, futhi lingabonakalisa isimo sengqondo nenkolelo enamandla onke; kungaba ukuhlola indlela yokuphila, noma kungaba ukubonakaliswa komuntu wangaphakathi.
I-Barbie IP ivulekele umhlaba ngokunganaki ubulili.
Isikhathi sokuthumela: Dec-13-2023
