How Mattel botched the call for Beautiful and Bald Barbie

A Facebook page was created in January encouraging toymaker Mattel to create a special edition, bald Barbie, to help girls with self-esteem issues due to cancer treatments or to help girls cope with their mother's hair loss as a result of chemotherapy. More than 100,000 people world wide liked this page and supported the cause.

Mattel made no statements in response to the Facebook page campaign and they made it seem as if they did not accept ideas from outside sources. Mattel could have also used the bald barbie to supports its Mattel Children's Hospital, but instead they did nothing.

Mattel announced two weeks ago that they would be producing a Bald Friend of Barbie in 2013 that will be distributed to children's hospitals and charities. Mattel announced that they were not creating this Barbie in response to the Facebook page, but it helped them realize how important it was for them to do.

With social media it is important to listen to the community, to help, to respond and to engage. Mattel failed to do any of these things. When Mattel finally responded to the issue, they did not give the community credit for a great idea.

Mattel should have felt the need to respond to this issue right away, instead of three months later. Even if they denied the idea of creating the Barbie, they could have at least addressed the community and thanked them for their support and idea. Since Mattel decided to create a Bald Friend of Barbie, they could have at least given a little credit to the community, but instead they had to take all the credit for themselves. I personally think that could potentially hurt their image because it makes them seem as if they do not want the ideas and support from the community.
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Lindsey O'Neal