Launching a new product is always a great way to get people to talk about your stuff. It’s also a great opportunity to show off your personality and boost your word of mouth. One way to do it: Have fun with the old stuff before it goes away.
Before launching Barbie’s new, high-tech dollhouse later this year, Mattel had to “sell” her old Malibu Dreamhouse. To do it, they made an actual listing on a luxury properties site, complete with a celebrity realtor and beachfront house description.
Retiring her iconic Malibu Dreamhouse could have been a big upset for Barbie’s fans, but by letting her old house go out in style, Mattel actually earned more word of mouth (and excitement) for the new stuff. That’s a great way to show off their personality and promote the idea of Barbie as much more than just a doll.