In our current social media led world, brands need to be continually monitoring what is being said about them online.

Toy manufacturer, Mattel, recently did wonders for their own brand loyalty by responding to a parent-inspired Facebook page called ‘Beautiful and Bald Barbie!  Let’s see if we can get this made‘ for children who have lost their hair through illness or cancer.

The page launched on 20 December 2011 and went viral.  Within days it had 2000 fans.  Now it has almost 160,000.

In March 2012, Mattel announced that they would produce a bald version of the fashion doll.  It will not be sold in stores, but will be distributed to children’s hospitals next year.

Mattel said that it made the “decision not to sell these dolls at retail stores and profit from them, but rather more directly and immediately get these into the hands of children who can most benefit from a play experience with these dolls.”

By listening to what their customers have been saying about them, and – most importantly – responding, Mattel have generated a tremendous amount of brand loyalty.