Last week, toy giant Mattel announced that they had given Barbie a makeover in order to promote healthy and realistic body images, as well as reflect the diversity of its target market. The new range of Barbies include 7 difference skin tones, 24 hairstyles, 22 eye colours and a variety of body types.
(Image credit: Barbie)
For decades the Barbie doll has contributed to the unhealthy expectations of beauty thrust down the throats of young children. Her long blonde hair and impossibly thin limbs gave thousands of girls, myself included, the impression that this was the only criteria for beauty and that this was actually achievable.
Over the years, Barbie has come under increasing pressure to diversify their range of dolls, but it seems that financial motivation has finally pushed Mattel over the edge, as their sales dropped by 14% last year; call me sceptical, but it seems like Mattel needed some positive publicity.
Regardless, this is undoubtedly a promising step towards healing one of our society’s biggest wounds: the pressure to look perfect. Corporations and the media certainly have a huge part to play and it is refreshing to see Mattel recognise their responsibility as an influential retailer. The senior vice-president of Barbie, Evelyn Mazzocco, said: “These new dolls represent a line that is more reflective of the world girls see around them – the variety in body type, skin tones and style allows girls to find a doll that speaks to them. We believe we have a responsibility to girls and parents to reflect a broader view of beauty.”
However, I can’t help but wonder… what about Ken?
Barbie’s male counterpart is an archetype of unhealthy and unrealistic body image, teaching young boys and girls that being extremely muscly and athletic is an ideal of masculinity. Another example is Action Man, modelled on G.I. Joe. Whilst Barbie dolls come with extra clothes, shoes and accessories, Action Man comes with guns and other equipment for missions, exploiting dated and restrictive gender roles.
In the fight against gender inequality, it is important to remember the pressures placed upon boys and men as well as women, so if the range of Barbies is expanded, the range of Kens should also reflect a wide range of races and body types. In a recent article for The Guardian Lauren Cochrane explored what would happen if Ken was given a “dad-bod makeover.”
Despite popular belief, eating disorders and body dysmorphia can affect men too. Expectations of masculinity can be extremely damaging. According to a study carried out by the BBC, Bigorexia, or muscle dysmorphia, affects 1 in 10 men who regularly visit the gym. This is a serious issue that needs to be addressed with just as much gravity as female body image.
We need to teach our sons and daughters acceptance and self-confidence, rather than reinforcing one image of the ideal human body. Changing the toys they play with is a way to start.