Mattel Is Trying Several Different Strategies to Sustain Brand Growth

Multiple Choice

Mattel is trying several different strategies to sustain brand growth in slow markets. It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls. In another move, it announced Barbie would "spend some time apart" from Ken, her long-term male doll companion. What is Mattel doing to the Barbie brand in order to grow?

A) repositioning it
B) demarketing it
C) reverse engineering it
D) showcasing it