Barbie is Still #1

Version 2 Blog (Dec 20 2011)

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   As we hit the stores or search online to finish up our holiday shopping during these last hectic days before Christmas, it strikes me how significantly brand drives many of the purchase decisions (and gift requests!) that all of us make during the holiday shopping season as well as throughout the year.  According to data collected on global trade by Version 2.0 client Panjiva, Mattel’s Barbie is once again the top holiday import to the United States.  Panjiva’s CEO Josh Green speculates that retailers are focusing on classic toys such as Barbie, Lego and Hot Wheels rather than toys that are unknown and/or have no brand appeal.

    

   In looking forward to 2012, we are excited to continue examining the relationship of CEOs to their brands (see our online survey, if you haven’t taken it yet) and analyzing the role that brand plays in the client programs and successes we’ve experienced in the past year.  For more on Version 2.0’s work with clients, please take a look at our case studies which are now posted on the website. 

    

   Everyone at Version 2.0 joins me in wishing you a happy and restful holiday season and great success in 2012.

    

   Maura FitzGerald

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