2023-11-26 23:42:23
This is the unexpected success of summer 2023: the film “Barbie” has triggered an incredible “Barbie-mania” across the world, further boosting sales already at the peak: one is sold every two seconds ! The famous blonde doll, born in California, is celebrating her 60th birthday. We investigated its creators in Los Angeles to discover the secret of its incredible longevity. In total, each year, more than 220 million toys are sold in France. Lego enthusiasts, Playmobil addicts, what are the secrets of these brands that have kept us dreaming for several generations? To find out, we were able to go exclusively behind the scenes of these international giants. Let’s head first to Denmark, where the world leader in toys has exceptionally opened the doors of its factories to us. It is here that more than 5 million copies of the famous plastic brick are manufactured every hour. You will understand how a battalion of robots and an army of designers managed to conquer the hearts of children… but also of their parents! You will also discover the madness surrounding the Playmobil brand. He measures only 7 and a half centimeters precisely and yet he is also a toy giant. The little guy created in Germany in the 70s unleashes passions at all ages. And today he is exhibited in the most prestigious places in the Republic. Here once more, you will see that this is not due to chance. Finally, we were interested in a competitor to the Barbie doll, but she was very French. The little Corolle, scented with vanilla, now occupies a third of the doll aisles. It has been passed down from mother to daughter since 1979. Behind this success story, a very astonishing marketing strategy.
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