Summary
New version of the game, which Mattel is introducing outside North America, looks like a good solution to a common strategic problem: how to make changes to much-loved products. In another study, people were told about a made-up cosmetics company. Participants were willing to pay more for the brand that had apparently been around for aeons. Mattel’s innovation works well. It allows traditionalists to play the game they grew up with. Despite the sound and fury, it is all rather rather elegant.
