Lats year, one of the biggest toy maker in the world, Mattle, closed its first flagship store in China, which means its ambition of dominating the market in China has failed. There are several reasons listed below according to my analysis.

Cultural background in the States is totally different from that in China, leading to the fact that a fairly different strategy is needed. In the States, parents are more willing to buy toys for their children. However, in China, parents are more likely to send their children to various kinds of classes rather than buying toys for kid. Most Chinese parents have the traditional though that playing toys is a waste of time and does no good for kids. Although China is changing now as well as its culture, education system almost remains the same which results in immense stress burdened by children. In order to solve this, Mattle should corporate with the government. There is no doubt that every overseas company has to work closely with the Chinese government due to the authoritarian political system in China. Mattel can work with the government and use the word of the government’s mouth to swift Chinese parents traditional thoughts. The company can advocate that playing toys is one of the best ways to improve children’s learning skills and IQ which is helpful for study.

Another reason for the failure of Mattle lies in the design of Barbie dolls. I had my own Barbie when I was a little girl. I can understand Chinese little girls feelings pretty well. Most of the Barbie dolls Mattle sell in China are of American style: pretty lady with blond long hair, wearing some trashy clothes. American kids would feel that is pretty good-looking and charming ,whereas Chinese kids would have an opposite feeling. Aesthetic taste in China is way far from similar with that in the States. Chinese aesthetic value is more interested in soft, sweet personalities and girls with black long hair. Recommendations for Mattle also involves changing the design of the product and making it more related to the Chinese culture.

Reference: Why Barbie Stumbled in China and How She Could Re-invent Herself, Forbes( May 4th, 2012)http://www.forbes.com/sites/helenwang/2012/10/24/why-barbie-stumbled-in-china-and-how-she-could-re-invent-herself/