Wednesday, November 29, 2006
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The Singapore Girl has almost become a brand icon for Singapore Airlines. The Singapore Girl is said to engender "Asian values and hospitality" and has been described as "caring, warm, gentle, elegant and serene".[4]
A wax figure of the Singapore Girl is created and represented at the Madame Tussaud's Wax Museum in London since 1994, as the first figure to represent a commercial undertaking.[5] This sculpture was later sent to the Delta Air Lines shuttle concourse at LaGuardia Airport in New York City in 1995.
The very first Singapore Girl doll was created and sold onboard the SIA planes in 1980s. Though this doll wasn't created by Mattel, it is extremely rare and hard to find. It was recently found on ebay.com which was bidded for a very high price. Clearly, the dolls are targeted at young girls like the sarong kebaya uniform above was. To want to role play and make believe that oneself might be the Singapore Girl again shows how much of an icon the Singapore Girl has become, and how even children are being influenced by the branding.
The uniform and Barbie both provide access to imaginary worlds based on experiences the children may have had on their flights. Role play with these items encourages reflection on the flight experience and the creation of further impressions and associations with SIA. Ironically, the young customer does all the creative brand building work him or herself through the play and can also influence her parents' and relatives' attitudes towards SIA.
Blog Archive
The Singapore Girl has almost become a brand icon for Singapore Airlines. The Singapore Girl is said to engender "Asian values and hospitality" and has been described as "caring, warm, gentle, elegant and serene".[4]
A wax figure of the Singapore Girl is created and represented at the Madame Tussaud's Wax Museum in London since 1994, as the first figure to represent a commercial undertaking.[5] This sculpture was later sent to the Delta Air Lines shuttle concourse at LaGuardia Airport in New York City in 1995.
The very first Singapore Girl doll was created and sold onboard the SIA planes in 1980s. Though this doll wasn't created by Mattel, it is extremely rare and hard to find. It was recently found on ebay.com which was bidded for a very high price. Clearly, the dolls are targeted at young girls like the sarong kebaya uniform above was. To want to role play and make believe that oneself might be the Singapore Girl again shows how much of an icon the Singapore Girl has become, and how even children are being influenced by the branding.
The uniform and Barbie both provide access to imaginary worlds based on experiences the children may have had on their flights. Role play with these items encourages reflection on the flight experience and the creation of further impressions and associations with SIA. Ironically, the young customer does all the creative brand building work him or herself through the play and can also influence her parents' and relatives' attitudes towards SIA.
Mattel was then contracted in the 1990s to make two slightly different versions of the Singapore Girl in Barbie form. The first doll was issued in 1991 in the brown box. On the box were the words "Singapore Girl" with SIA's logo. The doll was only sold onboard Singapore Airlines flights. This doll has ceased as a duty-free product and it is also hard to find.
The second doll was issued in 1994 and was packed in a slimmer pink box. However, that also ceased production to make way for 'Kristie', the third version which was created in 2001, packaged in a transparent PVC bag with pink trimmings. This doll comes with extra accessories such as hair brush, overcoat, handbag and a travelling suitcase.