UBarbie wazalwa ngowe-1959 yaye ngoku ungaphezu kweminyaka engama-60 ubudala.
Ngepowusta epinki kuphela, yaqalisa ingxoxo yehlabathi jikelele.
Kuphela ngaphantsi kwe-5 % yefilimu, kodwa nangenxa yemigca kunye nokukhulelwa kwesangqa esomeleleyo.
Kangange-100 + amagama eebhrendi, aquka phantse yonke imiba yempahla, ukutya, izindlu kunye nezothutho, 'intengiso ye-Barbie epinki' yatshayela onke amashishini amakhulu.
'Wayekhe wafunwa kakhulu, kodwa wayenempikiswano kwaye ebuzwa. Umkhwa ongaphezulu kwesiqingatha senkulungwane awuphumelelanga nje kuphela ukuphelisa uBarbie, kodwa ukhule ukusuka kunodoli weplastiki ukuya 'kwisithixo sehlabathi'.
Ke kule minyaka ingamashumi amathandathu idlulileyo, uBarbie wajongana njani nempikiswano kunye nobunzima, kunye nendlela yokuphumeza 'ingabindala' kwaye 'ihlala idumile' ? Isicwangciso sophawu kunye nesenzo sinokuba nokubaluleka okukhulu kakhulu kwintengiso yohlobo lwangoku.
Njengoko oorhulumente bebuyisela umva amalungelo abantu basetyhini, uBarbie uye wavela njengophawu hayi nje lokuxhotyiswa kwabasetyhini kodwa imfuneko yokulwa ukuze kuphinde kuthathwe amandla athathiweyo.
Uphendlo olunxulumene noBarbie lunyukile kuGoogle, kwaye naxa ukhangela amagama ano 'Barbie', ibha yokukhangela kaGoogle iya kujika ibepinki ngokuzenzekelayo.
01. Ukusuka oonodoli ukuya 'kwizithixo', imbali ye-IP kaBarbie
Ngo-1959, uRuth nomyeni wakhe uEliot Handler baseka iMattel Toys.
Kwi-New York Toy Show, batyhila unodoli wokuqala uBarbie - umntu omdala obhinqileyo onxibe isuti yokuhlamba enemigca emnyama nemhlophe engenamtya kunye nomsila oblond.
Lo nodoli unesimo somntu omdala wabhukuqa imarike yokudlala ngelo xesha.
Ngaphambi koko, kwakukho iintlobo ezininzi zeethoyi zamakhwenkwe, phantse zonke iintlobo zamava aqeqeshiweyo, kodwa kuphela iindidi zoonodoli zabantwana ezazikhona ukuze amantombazana akhethe.
Intelekelelo yekamva yamantombazana iqulunqwe kwindima 'yomnakekeli'.
Ngoko ke, ukuzalwa kukaBarbie kugcwele intsingiselo yokuvuka kwabasetyhini ukususela ekuqaleni.
'Uvumela' amantombazana angenakubalwa ukuba azibonele kwixesha elizayo, kungekhona nje njengomfazi, umama, kodwa njengalo naluphi na uhlobo lwendima.
Kule minyaka imbalwa izayo, uMatel uye waphehlelela ngaphezu kwama-250 oonodoli bakaBarbie abanemifanekiso yobuchwephesha, kuquka abayili bempahla, oosomajukujuku, abaqhubi beenqwelo moya, oogqirha, abasebenzi abamhlophe, iintatheli, abapheki, kunye noBarbie kunyulo lukamongameli.
'Batolika ngokucacileyo isilogeni soqobo sophawu- 'Barbie': umzekelo wamantombazana aselula. Kwangaxeshanye, batyebisa inkcubeko yophawu ngokuzithemba nomfanekiso ozimeleyo, bedala i-IP yobufazi egcwele i-avant-garde. intsingiselo.
Nangona kunjalo, oonodoli bakaBarbie babonisa umlinganiselo ogqibeleleyo womzimba, ukuya kuthi ga kumlinganiselo othile, ukhokelele kubuhle bobuhle babasetyhini.
Abantu abaninzi bawela kwinkangeleko yokuxhalaba ngenxa 'yomgangatho weBarbie', kwaye amantombazana amaninzi ade atye ukutya okungafanelekanga kunye noqhaqho lokuthambisa ukuze alandele umzimba kaMtyholi.
UBarbie, owayefanekisela eyona nto ifanelekileyo yamantombazana akwishumi elivisayo, ngokuthe ngcembe waba ngumfanekiso obhinqileyo. Ngokuvuka ngakumbi kwengqondo yabasetyhini, uBarbie uye waba yinto yokuchaswa kunye nokugxekwa.
Ukukhutshwa kwefilimu ethi 'Barbie' edlalwa bukhoma ikwalixabiso lokuhlengahlengisa 'inkcubeko kaBarbie' nguMattel.
Ukusuka kwimbono kaBarbie, yenza uhlalutyo olunzulu lobuqu kumxholo wexesha elitsha, kwaye yenza ukucinga okubalulekileyo kwinkqubo ekhoyo yexabiso. Okokugqibela, kugxininise kumxholo othi "indlela 'umntu' afanele ukuzifumana ngayo kwaye azamkele ngokwakhe."
Oku kwenza umzekelo we "Barbie" IP, engaphelelanga kwisini, yaqala ukusasazeka kubemi abaninzi. Ukujonga ubungakanani bembono yoluntu kunye nokusabela okuvuswe yifilimu yangoku, esi sicwangciso siphumelele ngokucacileyo.
02. UBarbie waba njani IP edumileyo?
Kuyo yonke imbali yophuhliso lwe-IP "Barbie", akunzima ukufumana ukuba:
Enye yeemfihlelo zokuphila kwayo ixesha elide kukuba ihlala ibambelela kumfanekiso kaBarbie kunye nexabiso lenkcubeko kaBarbie.
Ngokuthembela kumphathi wenodoli, uBarbie uthengisa inkcubeko kaBarbie ebonisa 'iphupha, isibindi kunye nenkululeko'.
Abantu abadlala ngoonodoli bakaBarbie baya kukhula, kodwa kukho umntu ofuna inkcubeko enjalo.
Ngokwembono yokuthengisa ibhrendi, 'uBarbie' usengohlulwa kuphononongo oluqhubekayo kunye nokuzama kukaMattel kwisakhiwo se-IP kunye nokwandiswa kwendlela yokuthengisa.
Kwiminyaka engama-64 yophuhliso, uBarbie wenze eyakhe indlela yobuhle 'yeBarbiecore', kwaye uphuhlise isimboli esibalaseleyo esinamanqaku enkumbulo awodwa-uBarbie powder.
Lo mbala uvela kwi-"Babrie Dream House" eyakhiwe nguMattel oonodoli bakaBarbie, inqaba yokuphupha esetyenziselwa ukuhlalisa izincedisi ezininzi zikaBarbie.
Njengoko olu ngqamaniso lombala luqhubeka nokuvela kwihlabathi likaBarbie, 'uBarbie' kunye 'nopinki' ngokuthe ngcembe zenze ulungelelwaniso olomeleleyo kwaye zizinziswe njengophawu olubonakalayo lophawu.
Ngo-2007, uMatel wafaka isicelo sekhadi elikhethekileyo lombala wePantone-Barbi powder PANTONE219C kaBarbie. Ngenxa yoko, 'i-Barbie powder' yaqala ukubulala kwifashoni kunye nezangqa zentengiso.
Umzekelo, ukusebenza no-Airbnb ukwenza inguqulelo yokwenyani ye-"Barbie's Dream Mansion"utsala abasebenzisi abanethamsanqa ukuba bahlale, ukonwabela amava kaBarbie antywilayo, kunye 'nomfanekiso opinki' ofumana indawo ebalaseleyo yentengiso ngaphandle kweintanethi.
Umzekelo, kunye ne-NYX, i-Barneyland, i-ColourPop, i-Colourkey Karachi, i-Mac, i-OPI, iswekile, i-Glasshouse kunye nobunye ubuhle, isikhonkwane, ukunxiba kwabafundi, uphawu lwe-aromatherapy luqalise intsebenziswano edibeneyo, kunye nentliziyo yentombazana yokwandisa ukusetyenziswa kwabasetyhini.
Njengoko uMongameli weMattel kunye ne-COO uRichard Dixon etshilo kudliwanondlebe 'lweForbes', uBarbie uye wavela kunodoli waba yibhrendi yeshishini elinamandla amakhulu kakhulu okwandisa kunye nokuthengisa uphawu kunayo nayiphi na imveliso ngokwayo.
UMattel, oye watyhalela phambili uBarbie, uyonwabela uphawu olukhulu oluziswa ngu "Barbie" IP.
Ithatha uBarbie njengegcisa, abantu abadumileyo kwiwebhu kunye neseyile yentsebenziswano (uRichard Dixon), ngethemba lokuba ilizwe langaphandle lizibona 'njengenkampani yenkcubeko yepop'.
Ngophuhliso oluqhubekayo lwexabiso lenkcubeko elongezelelweyo emva kwezinto zokudlala, ukwandiswa kwempembelelo yayo kunye ne-radiation eyomeleleyo kunye nendima yokuqhuba "Barbie" IP iyafezekiswa.
Njengoko ipowusta ye-movie ethi 'Barbie' ithi: 'UBarbie uyinto yonke.'
UBarbie unokuba ngumbala, unokuba sisitayela; linokumela ukubhukuqa kunye nentsomi, kananjalo lingabonakalisa isimo sengqondo kunye nenkolelo enamandla onke; isenokuba kukuphonononga indlela yobomi, okanye isenokuba yimbonakaliso yomntu wangaphakathi.
Barbie IP ivulekele ihlabathi nokuba isini.
Ixesha lokuposa: Dec-13-2023
