Barbie yavutse 1959, ubu arengeje imyaka 60.
Hamwe nicyapa cyijimye gusa, cyatangije ibiganiro byisi yose.
Gusa munsi ya 5% ya firime, ariko nanone bitewe numurongo no gusama uruziga rukomeye.
Amazina agera kuri 100 +, akubiyemo ibintu hafi ya byose byimyambaro, ibiryo, amazu ndetse nubwikorezi, 'Barbie pink marketing' yakwirakwije inganda zose.
'We' yigeze gushakishwa cyane, ariko nanone atavugwaho rumwe kandi arabazwa. Icyerekezo kirenga igice cyikinyejana nticyananiwe gukuraho Barbie gusa, ahubwo cyakuze kiva mubipupe bya plastiki gihinduka 'ikigirwamana cyisi'.
Noneho mu myaka mirongo itandatu ishize, Barbie yakemuye ate impaka n’ibibazo, kandi nigute wagera 'udashaje' kandi 'uhora ukunzwe'? Ingamba n'ibikorwa birashobora kuba bifite akamaro kanini kubucuruzi bwubu.
Mu gihe guverinoma zasubije inyuma uburenganzira bw’umugore, Barbie yagaragaye nk'ikimenyetso cyo kongerera ubushobozi abagore gusa, ariko ko ari ngombwa no guharanira kwigarurira ubutegetsi bwakuweho.
Ishakisha rijyanye na Barbie ryazamutse kuri Google, ndetse no mugihe ushakisha amagambo hamwe na 'Barbie', umurongo wa Google ushakisha uzahita uhinduka ibara.
01. Kuva mubipupe kugeza 'ibigirwamana', amateka ya IP ya Barbie
Mu 1959, Ruth n'umugabo we Eliot Handler bashinze Mattel Toys.
Mu imurikagurisha ry’imikino ryabereye i New York, bamuritse igipupe cya mbere cya Barbie - ishusho y’umugore ukuze wambaye imyenda yo kwiyuhagira umukara-n-umweru yambaye imyenda yo koga hamwe na ponytail yumuhondo.
Iki gikinisho gifite igihagararo cyabantu bakuru cyahinduye isoko ry igikinisho icyo gihe.
Mbere yibyo, hari ubwoko bwinshi bwibikinisho byabahungu, hafi yubwoko bwose bwuburambe bwumwuga, ariko ibipupe bitandukanye byabana byari bihari kubakobwa bahitamo.
Ibitekerezo by'abakobwa bizaza byakozwe muburyo bwo 'kurera'.
Kubwibyo, ivuka rya Barbie ryuzuyemo ibisobanuro byo gukanguka kwabagore kuva mbere.
'Yemerera' abakobwa batabarika kwibona mu bihe biri imbere, atari nk'umugore, nyina gusa, ariko kandi nk'uruhare urwo ari rwo rwose.
Mu myaka mike yakurikiyeho, Mattel yatangije ibipupe birenga 250 bya Barbie bifite amashusho yabigize umwuga, harimo abashushanya imyambarire, abahanga mu byogajuru, abapilote, abaganga, abakozi ba kizungu, abanyamakuru, abatetsi, ndetse na Barbie mu matora ya perezida.
'Basobanura neza icyapa cyumwimerere-' Barbie ': icyitegererezo cyabakobwa bakiri bato. Muri icyo gihe, banatezimbere umuco wikirango nigishusho cyizewe kandi cyigenga, bakora IP feministe yuzuye avant-garde ibisobanuro.
Ariko, ibipupe bya Barbie byerekana igipimo cyuzuye cyumubiri, kurwego runaka, cyanatumye habaho ubumuga bwubwiza bwumugore.
Abantu benshi bagwa mumaganya kubera 'Barbie standard', ndetse nabakobwa benshi bajya kurya indyo yuzuye no kubaga amavuta yo kwisiga kugirango bakurikirane umubiri wa satani.
Barbie, ubusanzwe yashushanyaga icyifuzo cyabakobwa bingimbi, yagiye ahinduka ishusho yumugore. Hamwe no gukanguka kwimitekerereze yumugore, Barbie yahindutse ikintu cyo kurwanya no kunengwa.
Isohora rya 'Barbie' filime nzima-ibikorwa na byo ni agaciro kavugurura 'umuco wa Barbie' na Mattel.
Urebye kuri Barbie, ikora isesengura ryimbitse ryimiterere yimiterere yigihe gishya, kandi ikora ibitekerezo bikomeye kuri sisitemu yagaciro ihari. Hanyuma, yibanze ku nsanganyamatsiko igira iti "burya 'umuntu' agomba kwishakira ukuri kandi akemera."
Ibi bituma icyitegererezo cya IP "Barbie", kitagarukira gusa ku gitsina, cyatangiye gukwirakwira ku baturage benshi. Urebye uko ibitekerezo bya rubanda n'ibitekerezo byatewe na firime iriho, biragaragara ko iyi ngamba igenda neza.
02. Nigute Barbie yabaye IP ikunzwe?
Mu mateka yose yiterambere rya "Barbie" IP, ntabwo bigoye kubibona:
Rimwe mu mabanga yo kuramba kwayo nuko burigihe yubahiriza ishusho ya Barbie nagaciro k umuco wa Barbie.
Yishingikirije ku batwara ibipupe, Barbie mu byukuri agurisha umuco wa Barbie ugereranya 'inzozi, ubutwari nubwisanzure'.
Abantu bakina nudupupe twa Barbie bazakura, ariko burigihe hariho umuntu ukeneye umuco nkuyu.
Duhereye ku kwamamaza ibicuruzwa, 'Barbie' iracyatandukanijwe nubushakashatsi bwakomeje no kugerageza kwa Matel mukubaka IP no kwagura inzira yo kwamamaza.
Mu myaka 64 yiterambere, Barbie yashizeho uburyo bwihariye bwihariye bwa 'Barbiecore', kandi yanashyizeho ikimenyetso cyiza gifite ingingo zidasanzwe zo kwibuka-ifu ya Barbie.
Iri bara rituruka kuri "Babrie Dream House" yubatswe na Mattel kubipupe bya Barbie, igihome cyinzozi cyakoreshwaga mubikoresho byinshi byububiko bwa Barbie.
Mugihe iri bara rihuye rikomeje kugaragara mwisi ya Barbie, 'Barbie' na 'pink' byagiye bihinduka buhoro buhoro kandi bigenda bihinduka nkikimenyetso gikomeye cyerekana amashusho.
Muri 2007, Mattel yasabye ikarita yamabara yihariye ya Pantone-Ifu ya Barbi PANTONE219C kuri Barbie. Kubera iyo mpamvu, 'ifu ya Barbie' yatangiye kwica muburyo bwo kwamamaza no kwamamaza.
Kurugero, gukorana na Airbnb mugukora verisiyo ifatika ya "Barbie's Dream Mansion" ikuramo abakoresha amahirwe yo kuguma, kwishimira uburambe bwa Barbie, hamwe na 'pink pink' igera kumwanya mwiza wo kwamamaza kumurongo.
Kurugero, hamwe na NYX, Barneyland, ColourPop, Colorkey Karachi, Mac, OPI, isukari, Glasshouse nubundi bwiza, imisumari, kwambara kwabanyeshuri, ikirango cya aromatherapy bafatanije ubufatanye, hamwe numutima wumukobwa kugirango bakoreshe uburyo bwo gukoresha abagore.
Nkuko Perezida wa Matel na COO Richard Dixon babivuze mu kiganiro 'Forbes', Barbie yavuye mu gikinisho ahinduka ikirango cya francise gifite ubushobozi bukomeye bwo kwagura no gucuruza ibicuruzwa kuruta ibicuruzwa ubwabyo.
Matel, wasunitse Barbie kumwanya wambere, yishimira ingaruka nini yazanywe na IP "Barbie".
Ifata Barbie nkumuhanzi, ibyamamare kurubuga hamwe na canvas ikorana (Richard Dixon), yizera ko isi yo hanze ibona ko ari 'societe yumuco wa pop'.
Binyuze mu majyambere ahoraho y’umuco wongerewe agaciro inyuma y ibikinisho, kwagura imbaraga zayo hamwe nimirasire ikomeye hamwe nuruhare rukomeye rwa IP "Barbie".
Nkuko icyapa cya firime 'Barbie' kivuga ngo: 'Barbie ni byose.'
Barbie irashobora kuba ibara, irashobora kandi kuba uburyo; irashobora kwerekana guhirika imigani n'imigani, kandi irashobora no kugereranya imyifatire n'imyizerere ishobora byose; birashobora kuba ubushakashatsi bwuburyo bwubuzima, cyangwa birashobora kwigaragaza imbere yimbere.
Barbie IP irakinguye kwisi hatitawe kuburinganire.
Igihe cyo kohereza: Ukuboza-13-2023
