It is logical to assume that multinational corporations [MNCs] (or transnational corporations [TNCs] as they are also called)--tend to cater to local populations by adding "localized" variations of their products to supplement their 'standard' menus/product lines, when they establish themselves in new foreign markets. When consumers in those markets still feel they cannot derive what they need or desire from the newly established or expanded presence of such MNCs/TNCs and their product lines, it isn't before long that some entrepreneur finds a way to produce an alternative that is both similar in form to an MNC's/TNC's product line and that possesses distinctive attributes corresponding to particular cultural, social, and/or economic needs and wants. Alternatives can also be sought by such entrepreneurs to satsify demand that created in reaction to, or in the midst of, unforeseen political circumstances.
Reuters reports Barbie has a new colleague, named Salma. Created independently of Mattel, Salma is dressed to satisfy non-Western (specifically, Indonesian and then particularly, "Islamic") notions/ conceptions of modesty. According to local consumers and producers, these notions and conceptions are apparently lacking in Salma's more-established and more well-known counterpart. It is likely that demand for, and supply of, Salma, in Indonesia will increase as Islamic holy month of Ramadan ends and the holiday of Eid el-Fitr approaches.
[Searching through the official websites, Mattel's Barbie website and the affilated BarbieCollector, I did come across one "Morocan Barbie" version--discontinued since 1999 release year--which was the about the closest I could find to be oriented around an Arab-Muslim theme. But, even here, it was categorized geographically by continent as part of the limited-scale "Dolls of the World-Africa" product line, and not in any particularized religious or ethnic sense disregarding country-specific labels of course. Other religious-oriented dolls are listed generally as a sort of a Western-based 'happy holidays' themed category with a number of Barbie versions specifically themed in, and geared towards, common holidays there, like Christmas. Given Mattel's varied focus on different target markets, the disparities in the scales of product lines are logical. Whether Salma will be able to take advantage of such disparities, and thus perhaps cause a restrategizing of Mattel's production lines, is the ultimate question.]
But questions still remain as to the competitiveness and attractiveness of Salma vis-a-vis the "glamor" of Barbie and Mattel worldwide and in the Arab-Muslim world, not just during the Eid but in the longer run as well. Another vital question: even if we were put to aside any considerations in which we were to compare Salma with Barbie and Mattel, will Salma (on its own) be successful in Indonesia and in the broader Arab-Muslim world?
For now, we can just resolve ourselves to more short-term questions....how will Mattel react to this new development? Certainly, a company with an internationally-recognized brand name (Barbie) like Mattel will not have lost sight of the fact that Ramadan/Eid period arguably represents one of the largest of holiday/shopping seasons in a rapidly-growing slew of regional markets (i.e. the Arab-Muslim world)? [The other major season is, perhaps, the Eid el Adha towards the end of the Islamic lunar year.] Will Mattel, too, introduce a "Muslim Barbie" as part of its product line specifically sent to the region? Or will they seek to buy the manufacturing rights of "Salma" from its Indonesian entrepreneur? Or will they ignore Barbie's 'sister'-doll as a short-lived seasonal fad whose lure they might anticipate will die away shortly after this holiday/shopping season ends?
The answers to these questions and more are very likely to be found in more than just extra pieces of cloth.......
