By M Suyanto

There are various ways to start a business. One way to do so is through an event. By so doing, Ruth Handler, the inventor of Barbie dolls, became one of the most successful businesswomen in the world by doing toy business. Handler’s doll, a well known toy among children in the world, is named after her daughter, Barbara Millicent Roberts. The doll business started when Mrs. Handler happened to see her daughter playing with paper dolls. Then, Mrs. Handler, the wife of one of the founders of Mattel, thought to make the doll more permanent and realistic. In modern management, that doing Barbie doll business can last long is a strange thing. A consultant of Oxford Group, Ian Ritchie, who had worked with Hasbro toy business, found the key lessons from such a business, namely: it is of great importance that we market children-toys as quickly as we can; in this respect, the interval between getting a better idea to put them on the shelves of stores and realizing it itself promptly can determine either success or failure in the business; and in the marketing world, such timing must be absolutely right: to achieve success should keep up with the trend of the children-toys that can found in the latest movies, books, stories, or television series.

Barbie is a universal product and usually standardized. There are also a number of diverse costumes. More than 100 new costumes are added each year. This is because Barbie is a woman of Renaissance, a successful career woman, a member of rock band or of football world cup for women.

The next success was when he decided to raise a male friend of Barbie, Ken, whose creation was actually by accident, but it produced the expansion of exceptional brands. Ken, ‘who, in the story, hid behind, and who was possibly glad to see Barbie succeed in various aspects of life’, was introduced in 1961. Introducing Ken has laid the foundation for the entire set of extensions which maintain that the Barbie brand remains the center of attention.

Furthermore, a friend of Barbie’s, Midge Barbie, was launched in 1963; Barbie’s younger sister, the skipper, in 1964; a black friend of Barbie, Christie, in 1968; a confidant of Barbie’s, Teresa, also a friend of Hispanic’s, in 1988; an Asian friend of Barbie’s, Kira, in 1992; and baby sitters of Barbie’s, Kelly and Becky, the smallest in a wheelchair, in 1997. The number of Barbie dolls was then 15,000, combined with the changing of clothes, eyes, colors, but without that of legs.

Like Ruth Handler, Elton John created the song ‘Candle in the Wind II’ in the event of the death of Lady Diana. In terms of business, John was successful then, as you know 32 million copies sold out within one month. Even in 1997, Candle in the Wind II was the best product of the year.

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