Life in plastic, it's fantastic

One Barbie isn’t (K)enough

The Insight

With the biggest opening weekend box office for a female director and a far-reaching social media storm that's leading to everything from Barbiecore to break-ups, it's safe to say that the Barbie film arrived at the right time to shatter expectations.

But what about the simultaneously beloved and maligned six decade-old line of dolls that’s the launching point for such a cultural reckoning? → Is Barbie actually the superior doll? 

Focusing in on key product attributes such as the Appearance, Design and Durability, we can see exactly how well Barbie is benchmarking against a direct competitor like American Girl at retailers like Amazon and Walmart. 

Notably, reviewers talking about Barbie’s Durability rate the product a 3.8 stars on average. In isolation, that may seem low but when placed in stark relief against American Doll’s ~2 stars, we see why Barbie is consistently a top-selling toy in the US. 

The Takeaway

Comparing your top-line star rating against competing brands isn't enough anymore. Today’s marketers need to understand the specific context of what’s driving positive and negative sentiment among your customers.. 

Product reviews represent a gold mine of detailed and current customer feedback - made even more powerful because your competitor’s feedback is within grasp as well. 

Leveraging nuanced competitive analysis at the product attribute-level means that your R&D team can prioritize new features or products and your marketing team can make more informed decisions about what to highlight on the product packaging and eCommerce Product Detail Pages (PDPs).

InsightsWire

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