This month, it was reported that Mattel, the creator of Barbie, have introduced three new dolls to accompany the ‘original’. They take the form of ‘tall’, ‘petite’ and ‘curvy’ in an attempt to ‘give Barbie a range of diverse looks that better reflect 21st century America’. The range has been introduced alongside the 7 skins tones, 22 eye colours and 24 hairstyles introduced to the Barbie collection last year in order to reflect a ‘broader view of beauty’.
Within the Barbie ranks, the secret move was titled ‘Project Dawn’ in order to reflect Mattel’s desire to spark the dawn of a new day for the company after five decades of criticism and a 14% fall in global sales last year. The release of the dolls has been met in the press with an air of triumph, praise for the company and hope for a new future as the media celebrates Barbie’s long-awaited arrival at 21st century feminism, body awareness and individualism. However, is the move too late for Barbie?
Guardian journalist Jessica Valenti believes so, claiming that the new dolls do ‘not go far enough’ in solving the issues Barbie has long raised.
In 1963 the doll came with scales and a book ‘How to Lose Weight’ which included the advice not to eat. For years and years the brand faced increasing criticism, especially after researchers revealed that in real life Barbie would have less than 17% body fat and would have difficulty with normal bodily functions, such as menstruation and digestion.
Credit: Daily Mail (link at bottom of page)
And Mattel just never seemed to learn its lesson. In 2014 ‘computer engineer Barbie’ should have been an improvement, yet was filled with casual sexism:
“I’m only creating the design ideas…I’ll need Steven and Brian’s help to turn it into a real game!” – The Mirror
And Valenti demonstrates that Mattel’s most recent move may not be the gilded breakthrough it appears.
Likening it to ‘politicans who change their mind about same-sex marriage when the cultural tide turns against them’, she highlights that the company is most likely putting its financial matters and public image first, rather than holding deep-seated concerns for the well-being of young girls.
The Barbie doll is but one element of a far-reaching brand that also includes tv, film and other forms. It’s other character Ken is also related to issues concerning projected body image and social ideals, especially with the rise in attention given to male eating disorders and low self-esteem.
However, it is undeniable that with the new dolls, Barbie is effectively promoting a postive message about increased diversity and a more realistic representation of women today. Vogue has heralded the collection as a celebration of individuality and representative of a ‘more expansive, inclusive definition of beauty – and the healthy self-esteem that comes with it’.
Therefore, I conclude that while Barbie certainly faces a long path towards creating a positive reputation, its recent decision to include realistic and diverse body types must be congratulated as a step in the right direction.
Ps. Check out the website Feminist Hacker Barbie, created in response to Computer Engineer Barbie, for some amusing corrections to the original sexism!
Sources:
http://time.com/4197499/barbies-new-body-photos-of-curvy-tall-and-petite/
http://www.dezeen.com/2016/02/01/barbie-dolls-fashionista-collection-mat…
http://www.theguardian.com/lifeandstyle/2016/jan/28/barbie-finally-becom…
http://www.dailymail.co.uk/femail/article-2239931/1965-Slumber-Party-Bar…
http://www.theguardian.com/lifeandstyle/2016/jan/30/new-barbie-dolls-fas…
http://i1.mirror.co.uk/incoming/article4654463.ece/ALTERNATES/s615b/Barb…