Mattel® Barbie® Superman Returns™ presents: Lois Lane™
Thanks to Claire L. Evans for her co-branded detective work, exposing me--and by extension, the world--to this officially licensed Superman Returns™ "Lois Lane" action figure from Barbie®.
An internet search for the two brands turned up this article about the 2005 International Licensing Show. Apparently, the success of Batman Begins™ fueled considerable hype at the Licensing Show for Warner Bros. subsequent Superman film. Mattel®, originator of the Barbie® brand, signed on as "master toy licensee."
Further research turns up a press release reporting Mattel's second quarter 2006 financial results. It contains the following disclaimer:
Note: Forward-looking statements with respect to the financial condition, results of operations and business of the company are subject to certain risks and uncertainties that could cause actual results to differ materially from those set forth in such statements. These include without limitation: the company's dependence on the timely development, manufacture, introduction and customer acceptance of new products; the seasonality of the toy business; customer concentration and pricing; significant changes in buying and payment patterns of major customers, including as a result of bankruptcy and store closures; adverse changes in general economic conditions in the U.S. and internationally, including adverse changes in the retail environment, employment and the stock market; order predictability and supply chain management; the impact of competition, including from private label toys, on revenues and margins; the supply and cost of raw materials (including oil and resin prices), components, employee benefits and various services; the effect of currency exchange rate fluctuations on reportable income; risks associated with acquisitions and mergers; the possibility of product recalls and related costs; risks associated with foreign operations; negative results of litigation, governmental proceedings or environmental matters; changes in laws and regulations; possible work stoppages, slowdowns or strikes; possible outbreaks of SARS, bird flu, or other diseases; political developments and the threat or occurrence of war or terrorist acts; the possibility of catastrophic events; the inherent risk of new initiatives; and other risks and uncertainties as may be detailed from time to time in the company's public announcements and SEC filings. This release contains a forward-looking statement about enhancements for the Barbie brand over the next year. Mattel does not update forward-looking statements and expressly disclaims any obligation to do so.
While the disclaimer is surely standard procedure, it is worth noting that Barbie® is the only line to get the "forward-looking statement" treatment. Over the past few years, Barbie® has faced increasing pressure from the wildly popular Bratz™ line; the Barbie® My Scene™ dolls can be seen as an attempt to re-capture some of that "cool" demographic, and last year Mattel® sent My Scene™ to Hollywood, where they were extras in a movie starring Lindsay Lohan.
In the slim chance that you still find this interesting, here is the "forward-looking statement" Mattel® is obliged to disclaim:
"We are pleased with our second quarter results. As expected, we benefited from our summer entertainment toy lines based on the CARS and Superman(TM) movies, as well as the newest American Girl Place in Los Angeles," said Robert A. Eckert, chairman and chief executive officer of Mattel. "We also experienced the second consecutive quarter of growth in the U.S. for the Barbie brand. While I am pleased with Barbie's progress thus far, we are still in the process of implementing a variety of enhancements for the brand over the next year."
Despite the aggressive brand extension undertaken by Mattel®/Barbie®, worldwide gross sales of the doll were down 1% over the second quarter. I think this once proud brand is really in danger of being seen as "old-fashioned," which maybe isn't a bad thing. The Barbie® Superman Returns™ doll is one of many awkward attempts to update the brand's image; yet "Superman" is one of the most old-fashioned super hero brands of all time. Which maybe explains why 1) the pairing is actually perfect, and 2) Superman Returns™ didn't do so well at the box office.
I have elsewhere placed Mattel and Barbie in the larger narrative of branding, advertising and toys in America.
I can only apologize for having so many links in this post, but I feel compelled to also add that Mattel will team with Walden Media, the production company founded by conservative education reformer--and former contributer to the National Review--Michael Flaherty, to bring the American Girl® brand to the big screen.
Terrific.