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However, many newer toys are beginning to take some of the massive percentages away from the long reigning champion Mattel. In the United States the new Bratz doll has gained a percentage of market control. In many other nations around the world, smaller more ethnic dolls are becoming more popular at the behalf of Mattel's previous rule of the market. The general appearance of Mattel's famous doll has changed drastically since its first debut. This is in order to capture new markets like the Middle East which have offered up their own ethnic competition to Barbie's Americanized style. Mattel has incorporated newer Barbies in order to appeal to a variety of markets. In 1968, the first African-American Barbie was introduced into the American market, (143). This aimed at capturing a market previously unavailable to the Barbie image of past generations. Mattel has also incorporated Hispanic and Asian Barbie dolls to continue its success in the field of multiculturalism. In order to continue this success through a variety of dolls to meet various cultural requirements, Mattel has also ensured themselves further success outside of their major markets such as Europe and the United States. Even in Central Europe, Mattel marketed a Barbie called the "Friendship Barbie," which was less flamboyant and a more subdued version of its Western counterpart.

In the Middle East, Mattel is also employing this diversification strategy in order to ensure global market dominance. In the Middle East, the expensive and flamboyant Barbie image faces stiff competition from more culturally acceptable and affordable dolls. However, despite this competition, Barbie still pulls in large amounts of revenue in nations such as Iran. Yet, Barbie is still nowhere near the numbers sold in more traditional Western cultures. In Brazil, one of the first South American countries to meet the American Barbie, also faces competition from local ethnic dolls. However, Brazil is a large market for Mattel, and its success here spurred the dolls introduction to other South American markets.

One of the major discoveries Mattel witnessed was when they introduced a version of the popular Barbie into India. This doll had only minor changes, wearing a