(a) Publicize a new range a dolls
(b) Release one or two (all white) in select markets
(c) In the case of the Glam Luxe dolls, don't even bother showing a picture of Nikki until months after the second wave comes out (Remember no pics of Nikki were even in the pamphlets with the other girls)
(d) Finally release Nikki after waiting close to a year to probably dismal sales because it did not get to capitalize on the initial hype. In retail it's all about momentum.
What this sales strategy insures is that the white dolls (since being the only ones available) get a huge surge in profit because they are sold at top market ($20-$25). By the time the AA doll comes out the previous dolls are on "rollback" at Walmart and on sale at similar retailers, Getting people to still buy them over the newly released dolls of color. So at the end of the sales quarter Mattel can pat themselves on the back about a job well done and predicting a successful launch showing that white dolls always outsell dolls of color. Sound far fetched? Maybe, but I wouldn't put it past them.
|Lashes/less chunky highlights were the only things added|
-Thrift Stores, Ebay, Amazon usually you can find good deals