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Barbie's New Bodies

1/30/2016

14 Comments

 
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by David Hagenbuch, Founder of Mindful Marketing
For more than a half-century, Mattel’s iconic Barbie Doll has been a favorite toy for millions of children.  As the world has changed and kids’ tastes in playthings have evolved, Barbie generally has kept pace; for instance, she has taken on a wide variety of:
 
  • Racial identities (e.g., African American and Hispanic Barbies were introduced in the 1980s)
  • Nationalities (e.g., Chilean, Moroccan, Indian, French)
  • Careers (e.g., surgeon, veterinarian, business executive, racecar driver)
  
However, despite the many culturally-sensitive product-line additions, Barbie sales “dropped 16% in 2014, marking Barbie’s third consecutive year of falling earnings.”  Many factors could potentially explain the doll’s faltering financial performance, but one feature that has increasingly come under scrutiny has been Barbie’s body.
 
Some have meticulously measured Barbie, comparing her abnormal proportions to those of real women.  For instance, while the average woman has a waist to hip ratio of about .80, Barbie’s is a mere .56.  Likewise, while most women’s legs are about 20% longer than their arms, Barbie’s are 50% longer and much thinner. 
 
Of course, many toys, from cars to stuffed animals have dimensions that differ from reality.  What makes Barbie’s proportions problematic, however, is the negative influence that they may have on young people who play with the dolls.  For example, a study published in Developmental Psychology found that girls who were exposed to Barbie dolls experienced lower body esteem and wanted to be thinner.
 
Meanwhile many have opined of the need for more realistic role models--a challenge that a few tiny toymakers have embraced, e.g., Tree Change Dolls and Lammily.  Their creators have intentionally designed dolls to more positively reflect human reality, trading glamour for genuineness.
 
Finally, a half-century after Barbie’s birth, the world’s second biggest toymaker has decided to follow suit and give consumers what they’ve long desired: dolls that look a little more realistic.  Mattel has recently introduced an extensive line of “Fashionista” dolls, as its website details: “Releasing over time throughout the year, the line includes 4 body types, 7 skin tones, 22 eye colors, 24 hairstyles, and countless on-trend fashions and accessories.”
 
More specifically, Barbie now has three new body types: tall, petite, and curvy.  As the names suggest, young people will be able to play with Barbie dolls that look more like them or the women they know, whether that’s lanky, little, or not so lean.
 
Public response has been overwhelmingly positive, particularly for Curvy Barbie.  For example, some have celebrated the potential “end of the road for the thigh gap,” while others have outwardly wished that such a doll would have been theirs when they were growing up.  One curvy celebrity, Queen Latifah, called the new dolls “incredible” and “ground-breaking.” 
 
So, it seems that Mattel’s long-overdue new products are poised to create considerable stakeholder value, which might make one wonder why the company waited so long, as well as why it’s decided to keep making its “Original” unrealistic-looking Barbie.  Well, old habits are hard to break, both for the companies that make iconic products and for the people that buy them.  As case studies like New Coke suggest, it’s often better to ease into big changes rather than to suddenly can a “Classic.”
 
It’s also worth noting that Mattel’s new Barbies still don’t truly represent human anatomical reality.  Even with the positive changes, the dolls continue to look more pristine and perfect than almost any person does.  Most of us have blemishes or we are misshapen in ways that no Barbie embodies.  Does that mean that Mattel’s new Barbies are bad?  No, the company still has taken a big step in the right direction by beginning to acknowledge and respect common physical differences.  For these reasons, Mattel can be commended for its decision to stop playing around with Barbie and instead make her a role model for “Mindful Marketing.”
​

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14 Comments
Courtney Wuertz
2/17/2016 10:06:33 am

I think it is great that Matel has recognized a needed change and is doing something about it instead of sitting and refusing to change what is considered the "normal barbie doll." This has been what they have been doing all along with with making sure they represent different hair styles, hair colors and professions. It will be interesting to see whether the new sizes of Barbie will sell or if people will stick to what they know. All in all I think this was a very good choice by Matel.

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Lindsey Markle
2/18/2016 02:47:18 pm

Ever since it was published that Matel would be recreating Barbie to represent different body types, I have been searching stores to see Barbie's transformation in person. I have yet to see any significant change. But, not all stores may be selling the new Barbie yet. I think Matel made a smart decision when taking into consideration their customer's opinions and concerns. More individuals are taking notice to the way their children react to their everyday toys which can only be a positive change. Transforming Barbie's body into one that may be more relatable to young children is something I never thought I would see happen. Barbie has been the same Barbie since I played with the dolls when I was younger. Although I agree Matel made a mindful marketing decision with altering their infamous Barbie, I struggle with imagining children comparing themselves to a doll. As a child I do not recall ever once considering why I didn't look like Barbie. Barbie was a toy, the same as the stuffed animals I played with that were unrealistic colors, and the other dolls/action figures (I have 2 older brothers) that were oddly colored or disproportional. I feel as though the issue concerning children comparing themselves to the multitude of Barbie dolls they play with may be deeper than the fact that they are not proportionally accurate to regular females. Overall, I enjoy seeing photos of the new Barbie's and their transformations!

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Carly Laird
2/18/2016 02:51:27 pm

It makes me hopeful to see Mattel changing Barbie's design to lessen self-esteem issues in young girls. I remember seeing a commercial for Lammily where children, both girls and a few boys, were delighted to have a doll that reflected true human appearance, one that "looks like me," as one of them says. Self-esteem and negative body image are huge problems among today's youth, especially since false images come to them from all over: in their toys, in the media, etc. Mattel's choice to change the appearance of their Barbies is definitely a mindful marketing decision. It is obvious that, when trying to determine the problem in their sales, they really did look at the people their product was serving, assessing the humanity rather than seeing only a faceless market.

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Madison Groff
2/18/2016 03:48:50 pm

I think Mattel's choice to add new Barbies of different body types is very praise worthy. The media and culture is in the process of switching what kind of women people look up to and admire. The culture has become more accepting of women with various body shapes. This change has allowed for more women to feel comfortable and confident in who they are in the midst of the comparison game that the culture very often plays. The addition of these new Barbies to the market follows along with this change in the trends and should have a positive effect on the self-esteem and feelings of those playing with them. I agree that Mattel seems to have been very mindful in this decision making.

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Anne Squire
2/18/2016 07:52:07 pm

I admire the fact the Mattel decided to take a step towards changing the popular trend in society that every girl needs to be tall and thin. By changing just the body type of the dolls it allows people to recognize everyone looks different and had different body types. Your body type does not define who you are and I believe that is one of the visions behind creating these new dolls. Since marketing is so big in the U.S kids are being introduced to visual comparison at a young age and this leads to young girls growing up questioning if they look the right way. I believe, Mattel is trying to combat that thinking and instead make the statement that society should not determine the "right way to look".

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Burke Sunderland
2/18/2016 11:38:41 pm

Mattel made a smart move here. They clearly needed to make a move toward more adaptive and diverse products. The "barbie" figure was known for it's small and petite nature. Many looked at this past image as a negative view on the female body and denoting other body types. I think adding other body types got rid of these bad reputations for Mattel and brought back customers that would not have bought these products beforehand.

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Alicia Fleming
3/1/2016 05:04:42 pm

When I first heard that Mattel was adding new body types, I was beyond thrilled. Girls and young women experience enough unrealistic body expectations from the rest of their world--in magazines, on TV, from crude boys, even sometimes from their own families--so they don't need it from their toys, too.
I've heard the argument that girls who are young enough to play with Barbies are too young to be worrying about body image. This simply is not true! These days, many children, especially girls, suffer from eating disorders and self harm as young as 8 or 9 years old. Though a young girl may not consciously compare herself to her Barbie, she may unconsciously be recognizing that she is not that tall, her waist is not that thin, and her hips are not shaped that way.
Additionally, it is important that girls are able to find Barbies that they can relate to. This includes not only body type but also skin color, eye color, hair color, and hair style. By only creating skinny, white, blonde Barbies, what kind of message does Mattel send? Why did they choose those particular options for their ideal doll for so many decades? Extending the Barbie line was an important move that makes many people say, "It's about time!"
I fear, though, that Mattel cares little about these issues and chose to add new body types solely because their income (or lack thereof) demanded it. Therefore, I will refrain from praising Mattel too wildly. However, I do think it was a mindful decision by Mattel, and regardless of the company's motivation, little girls and their families will now be much more satisfied with their Barbies.

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Ashley Moschetti
3/17/2016 02:45:38 am

I think that it is great that Mattel is offering a more realistic version of what people look like. I have always loved Barbie's and I don't think that the image of a skinny blonde Barbie has had an effect on the way that I look at myself, but I do think that this is a step in the right direction for our media to broaden its view of what beauty really is.

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Hannah
3/26/2016 11:55:31 pm

I grew playing with Barbie's toys, but I do not recall them playing any role in how I viewed myself. It's still awesome that Mattel is remodeling the Barbie toys to look more like a typical, regular woman. Rather than making a bad influence on girls, it can change women to accept the way the look rather than comparing themselves to others. Everybody is different and unique, and it is just better to embrace what is given.

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Jessie Gleeson
3/31/2016 04:48:00 pm

With the body positive movement in full force, it was a wise move for Mattel to add dolls of different body types to their line of Barbies. With so much positive responses, it is evident that the public is pleased with this decision on the company's part. When I was younger, my sister and I would play with Barbies at our friends' houses but my mom did not buy them for us because she was aware of the image they gave. Although I have no negative feelings towards the original Barbie shape, I think it is great that Mattel has decided to add variety to their dolls. Parents who never encouraged Barbie's image will give the dolls a second thought when choosing toys for their children. It may be hard for consumers to break the stereotypical image that pops into their mind when they hear the word "Barbie" but Mattel is taking a step in the right direction with this new line of dolls.

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Yosselin
4/4/2016 02:51:20 am

I find it phenomenal that Mattel is starting to realize that their toys are not simply just toys. To a child a toy means so much more. The fact that that toy is becoming something closer to reality is great. Children will now be able to dream once more and not see limitations. It may sound dramatic but kids, especially girls, look to imitate what they come to think is attractive or normal and many times its through the very same products or service provided for children. This innovation with Barbie will help young girls view all shapes, sizes, racial identities, and ethnicity as beautiful. They will be able to accept themselves and reality rather than try and get rid of it.

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Jacqueline K
4/4/2016 05:31:42 pm

Growing up, I only had two Barbie dolls and to be honest, I don’t play with it a lot and it never occurred to me that these dolls can actually affect a girl to think that they need to be skinny and perfect. As much as I can’t really relate to what others think about the old ones, I love how this commercial actually teaches, not only girls, but also women to love their own body. I feel that those who compares themselves to these dolls should stop and remember that these are only dolls, it is just a toy that does not represent real human body proportions.
With that said, I feel that the changes are unnecessary because we need to realize ourselves that these are just dolls, however, I love how Mattel actually brings awareness with the changes that they made. The new ones that are curvy and such still does not represent others such as short or tall women, or muscular etc. So I think that consumers should stop with the hate on these Barbie dolls and just let girls have their own fun but just keep reminding them that these are just dolls.

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Eli
4/5/2016 12:23:33 am

As much as this is completely crazy that such a big company changed a product that they had been selling for years, I wonder why they did not implement this idea a little sooner. I an beyond excited that they came out with this new line of barbie dolls, but I wonder what this change is going to lead to. Just because the giant toy manufacturer Mattel introduced these different body styles are people going to try and push for dolls that go beyond "curvy" or even start manufacturing the dolls with defects just because it looks like people. Any time a large company caves to the people I always am curious just how far they are willing to go. This might be overstepping but if they do end of making dolls that go beyond "curvy" does that not create the exact same predicament that we were in before because the original barbie was too skinny and proportional causing girls to have low self esteem, but if a doll that goes beyond "curvy" becomes a thing than does that not just teach our young girls that it is healthy and ok to be overweight. A little over sixty percent of adults in america are considered obese. Should Mattel begin manufacturing dolls that fit the population.

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Favourite website link
4/19/2020 11:54:24 am

I have seen an excellent collection of Barbie dolls on one of my favourite websites. All of them are so beautiful that it has become difficult for me to choose the best one undisputedly.

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