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October 21, 2015
Mattel Pairs Up with Others, Consults Feminists to Launch New Line
 
As we become more educated on the consumer goods industry, we have seen how interesting the toy industry can be. The pace of change with toys can reach breakneck speed, and brands are struggling to keep up with the fads and changing tastes of the consumer.

If a brand-new toy isn't in the top 50 "must-haves" during the holiday shopping season, one might as well donate the rest of production to kindling.

Mattel, the toy company that could, is trying to rebound with a new line of toys. The company joined the ranks of DC Entertainment, Warner Bros. Animation, and Warner Bros. Consumer Products to launch the DC Super Hero Girls, a line of super hero dolls that resemble the female heroes known in the DC Universe.

To make sure this will go according to plan, Mattel consulted feminist bloggers and academics to offer input and research (respectively) about how the dolls should be designed and if the products, when designed this way, would actually sell. They made sure that the reds didn't turn into pinks and that the girls actually look like heroes, not skinny models playing dress-up. The dolls look a little more muscular than your typical doll, which should add more realism to it.

Will the toys succeed? America is still on its super hero–loving kick, so the company has that going for them. The fact that they released the concept at the New York Comic Con earlier this year means that they are taking the super hero concept pretty seriously. With the overall release slated for later in 2016, we guess we have to wait to see what noble and daring acts these super heroes can do.

Can they save Mattel?

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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