|Marketing to Mom|
|Topic||Market Segmentation, Targeting and Positioning|
|Key Words||Segmentation, message strategy|
|InfoTrac Reference|| A139767460
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Frustrated by the lack of engaging, high-quality dolls for young girls, Pleasant T. Rowland set out to design a doll series of her own. Making a break from the Barbie and Cabbage-Patch-Doll trends prevalent in the 1980s, Rowland settled on a unique toy concept: history-themed dolls that engage and educate. The result is the American Girl Collection, a line of dolls and accessories that takes girls on an imaginative journey back through U.S. history.
|Source||James B. Arndorfer, "American Girl campaign offers to save childhood; Plays to parental fears of children growing up too fast in over-sexed world," Advertising Age Dec 12, 2005 v76 i50 p12|
|Instructor Discussion Notes|| Discussion
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Segmentation, Targeting and Positioning Index
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