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WINNER OF THE 1997 ATTICUS AWARD, STRATEGY CATEGORY "Fantastic
Creating Ever-Cool is a 'must-read' for all manufacturers and
advertising agencies that are marketing to children." Bennett Wolk,
Director Worldwide Consumer Research Mattel Toys By its very
nature, "cool" is a nebulous distinction. What is cool one year, or
even one month, may not be the next. Yet some products are able to
remain consistently cool year-in and year-out. In their quest for a
share of the $171 billion of purchases that kids influence every
year, marketers strive to develop such cool products. These the
author terms "Ever-Cools." The Barbie doll represents a perfect
example of an "Ever-Cool" product. Barbie rides the trends and
fads, assuming various guises to reflect current coolness. Mothers
who had Malibu Barbie dolls now buy Baywatch Barbies for their
daughters. This is an exploration of achieving the elusive
Ever-Cool status.
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