Mattel Opens Its Vault to Revitalize Dormant Brands 芭比娃娃母公司開壓箱寶重振品牌

2022年8月25日星期四

Mattel Opens Its Vault to Revitalize Dormant Brands 芭比娃娃母公司開壓箱寶重振品牌

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Mattel Opens Its Vault to Revitalize Dormant Brands 芭比娃娃母公司開壓箱寶重振品牌
Plans to Fight Global Warming Face an Obstacle in Paris: Trees 巴黎砍樹抗暖化悖論捅到馬蜂窩

Mattel Opens Its Vault to Revitalize Dormant Brands 芭比娃娃母公司開壓箱寶重振品牌
文/Gregory Schmidt
譯/陳韋廷芭比娃娃母公司開壓箱寶重振品牌 Barbie is about to reunite with some old friends. Mattel, the maker of the popular fashion doll, is dusting off three dormant lines that have not been on toy shelves in decades: Major Matt Mason, Big Jim and Pulsar. 芭比娃娃即將跟一些老朋友團聚了。廣受歡迎的時尚玩偶製造商美泰兒，正重新推出三款沉寂已久、數十年未出現在玩具貨架上的系列：馬特．梅森少校、大吉姆及Pulsar。 The reappearance of three action heroes is part of a strategy hatched by Ynon Kreiz, Mattel's chief executive, to capitalize on the company's intellectual property by reviving old brands for new generations. 三個動作英雄重現，是美泰兒執行長克雷茲規劃策略的一部分。克雷茲希望利用公司的智慧財產權，為新世代重振老品牌。 Mattel will reintroduce the toy lines under an umbrella label called Back in Action this week at Comic-Con International, the pop-culture fan fest in San Diego. 美泰兒將在本周使用名為「重出江湖」的主題標籤，在聖地牙哥國際動漫節上重新推出這些玩具系列。 "This is our toe in the water," said PJ Lewis, vice president of global marketing at Mattel. "Back in Action helps us maintain the validity of our IP and decide what's next." 美泰兒全球行銷副總裁劉易士說：「這是我們的嘗試。『重出江湖』幫我們保持智財權的有效性，然後再決定下一步。」 Kreiz's strategy has helped Mattel turn around its sagging fortunes since he took over in 2018. The company reported a 19% jump in sales in 2021, to $5.5 billion, and despite supply-chain bottlenecks and the rising costs of raw materials, it has forecast growth of 8% to 10% this year. 克雷茲2018年接掌美泰兒以來，他的策略幫美泰兒扭轉每下愈況的命運。據該公司財報，2021年銷售額成長19%至55億美元。儘管供應鏈出現瓶頸，原物料成本不斷上漲，但該公司預測今年成長幅度將達8%至10%。 Part of the toymaker's recent success derives from the expansion of legacy brands. Barbie will feature in a live-action movie starring Margot Robbie, one of a dozen films in the works for various Mattel brands, including a live-action Hot Wheels movie produced by J.J. Abrams' Bad Robot production company and one for Masters of the Universe, in partnership with Netflix. Other brands headed to the big screen include Thomas the Tank Engine, Magic Eight Ball and Polly Pocket. 這家玩具製造商近來的成功，部分源於傳統品牌的擴張。芭比娃娃將成為真人電影主角，由瑪格羅比主演，這是美泰兒各個品牌正在製作的十多部電影之一，其中包括由J.J.亞伯拉罕的「壞機器人」製作公司製作的真人電影「風火輪」，以及跟Netflix合作的「太空超人：啟示錄」。其他被搬上大銀幕的品牌還包括湯瑪士小火車、神奇八號球以及口袋波莉。 But how will Mattel generate interest in brands that have been off toy shelves for decades? 但美泰兒如何讓人們對消失在玩具貨架上數十年的品牌產生興趣呢？ Major Matt Mason, an astronaut action figure, was introduced in 1967 and saw success until children began to lose interest in space exploration. He resurfaced in pop culture in 2019 when Tom Hanks signed on to produce and star in a forthcoming movie about the spaceman. Big Jim arrived in 1971, followed by Pulsar in 1976, but they too have been out of the public eye for decades. 馬特．梅森少校是1967年推出的太空人可動玩偶，在孩子們開始對太空探索失去興趣前取得成功。他2019年於流行文化中再次亮相，當時湯姆漢克簽約製作並演出這部即將上映、關於這位太空人的電影。大吉姆在1971年問世，緊接著是1976年的Pulsar，但它們都已離開公眾視野數十年了。 Mattel's strategy for reviving a dormant brand is to engage hard-core fans first, said Richard Dickson, the company's president and chief operating officer. If they take to it, the next step is to come up with tie-in content and create a toy line for children. 美泰兒總裁兼營運長迪克森說，該公司重振沉寂品牌的策略是先吸引鐵桿粉絲。如果他們接受，下一步就是想出搭配內容，為孩子們創造一個玩具系列。

Plans to Fight Global Warming Face an Obstacle in Paris: Trees 巴黎砍樹抗暖化悖論捅到馬蜂窩
文/Constant Méheut
譯/李京倫巴黎砍樹抗暖化悖論捅到馬蜂窩 Long a favorite spot for picnics and sunbathing, the lawns surrounding the Eiffel Tower have recently become the scene of furious protests. First came a social media campaign. Then a rally by dozens of local residents. Before long, a protester had hunkered down in a nearby plane tree for a hunger strike. 巴黎艾菲爾鐵塔周圍的草坪向來是野餐和日光浴首選地點，最近成了憤怒示威的場景。首先是社群媒體發起的活動，接著是數十名當地居民集會。不久之後，一名示威者待在附近一棵法國梧桐下絕食抗議。 The source of their anger? A plan to cut down more than 20 trees, some more than 100 years old, around the tower as part of an effort to build a huge garden and ease tourist congestion. 他們為何生氣？有人計畫砍掉鐵塔周遭20多棵樹，其中有些樹齡超過百年，以便闢建一座大花園並紓解遊客擁擠問題。 The controversy is just the latest in a series that has engulfed Paris City Hall as it tries to green the city, a task that appears all the more urgent as scorching temperatures bear down on the French capital, and on the rest of Europe. 這只是巴黎市政府企圖綠化這座城市之際，捲入的系列爭議最新一起。隨著灼熱高溫襲向這座法國首都和歐洲其餘地方，綠化巴黎的工作更顯迫切。 Local authorities are redesigning Paris' urban landscape to make it more climate-friendly, but a growing number of residents say the widespread cutting of trees around the capital is paradoxically undermining the city's environmental ambitions. 地方政府正在重新規畫巴黎市區景觀，好讓巴黎對氣候更為友善，不過愈來愈多居民說，首都到處都有樹被砍，自相矛盾地削弱這城市的環保雄心。 Trees are considered some of the best defenses against the radiation that contributes to the heat waves that are on the rise everywhere because of global warming. 樹木被認為最能防止熱輻射。熱輻射促成因全球暖化而在各處日益頻發的熱浪。 "Without the trees, the city is an unbearable furnace," said Tangui Le Dantec, an urban planner and co-founder of Aux Arbres Citoyens, a group protesting the felling of trees in Paris. 抗議巴黎樹木被砍的團體「公民樹」共同創辦人、都市規劃師勒丹泰克說：「要是沒有樹，這座城市就成了無法忍受的火爐。」 In recent months, small protests have sprouted across Paris, with residents and activists rallying around trees condemned by the sprawling urban development projects that have at times turned the capital into a giant construction site. 最近數月，巴黎各地湧現小規模抗議，居民和社運人士在樹木周遭集會，這些樹被雜亂擴張的都市發展工程包夾，這些工程不時將巴黎變為巨大的工地。 In April, they filmed the felling of 76 plane trees, most of them decades old, at the Porte de Montreuil on Paris' northern outskirts. City Hall wants to turn the site into a huge square, part of a project by the mayor, Anne Hidalgo, to create "a green belt" around the capital. 今年四月，他們拍攝巴黎北郊蒙特勒伊門76棵法國梧桐被砍伐的實況，樹齡多半有幾十年。市府想把這個地點改為超大廣場，這是市長安妮．伊達戈在巴黎各處創造「綠帶」計畫的一部分。 "Ms. Hidalgo please stop the massacre," said Thomas Brail, the founder of the National Group for the Surveillance of Trees, as machines chopped up trees behind him, in a video he shot in April. Brail later staged an 11-day hunger strike in a plane tree near the Eiffel Tower. 「全國看守樹木團體」創辦人布海爾在他4月拍的一支影片中，趁機器在身後砍樹時說：「伊達戈女士，請停止屠殺。」布海爾後來在艾菲爾鐵塔附近一棵法國梧桐下，發動11天絕食抗議。 Yves Contassot, a former deputy mayor of Paris in charge of the environment and a member of the Green party, said cutting down trees had become "a very sensitive question that causes a bit of a scandal at a time when we talk about fighting global warming in big cities." 曾是負責環境的巴黎副市長、現為綠黨成員康塔索說，砍樹已成了「非常敏感的問題，在我們談論大城市對抗全球暖化時，引發相當的騷動」。

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