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Mattel is trying several different strategies to sustain brand growth in slow markets. It has developed a line of high-fashion clothes to be sold under
Mattel is trying several different strategies to sustain brand growth in slow markets. It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls. In another move, it announced Barbie would "spend some time apart" from Ken, her long-term male doll companion. What is Mattel doing to the Barbie brand in order to grow?
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