Opinions expressed by Entrepreneur contributors are their own.
After years of declining sales and waning interest, Mattel on Thursday introduced new body-type variations of the Barbie doll.
Barbie now comes in three new body shapes: curvy, petite and tall. All three sizes are available on Mattel's website, along with the classic version of the doll.
This is big news for the toy maker -- "curvy" Barbie is featured on the cover of Time's latest issue -- which has received criticism that the original doll perpetuates unrealistic body and beauty standards. More worryingly for the company, Barbie sales have continued to decline in recent years. Last quarter, they fell 14 percent, the eighth straight quarter sales fell more than 10 percent.
While Mattel's introduction of three new body types is dramatic, it's in line with the company's gradual strategy to make Barbie more diverse and accessible. In the late "90s, for example, it tweaked Barbie's proportions to make them more realistic, widening her waist and decreasing her bust size. And just last year, the company added more than 20 dolls with new skin tones and hair colors.
The new body shapes are the boldest move yet, and indicate the company is finally reckoning with concerns Barbie perpetuates outdated and unrealistic expectations for young girls.
Image Credit: Barbie
Related: Introducing Entrepreneur Barbie
"We believe we have a responsibility to girls and parents to reflect a broader view of beauty," said Evelyn Mazzocco, global general manager of the Barbie line, in a statement.
This wasn't Barbie's original mission. When the doll was first released in 1959, she traded on fantasies. Thin, popular and pretty with an ever expanding number of professions (an entrepreneur version launched in 2014), Barbie was meant to represent everything little girls wanted to be when they grew up.
Mattel is changing tactics, allowing girls to purchase dolls that are relatable as opposed to aspirational. It's a strategy more in line with the company's American Girl dolls, which offer a range of hair, skin and eye colors so girls can create dolls that physically look like them.
"These new [Barbie] 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," Mazzocco said.
For some, of course, this is a case of too little, too late. But ahead of Toy Fair, the largest toy event in the country held every winter in New York City, Mattel was clearly desperate to try something new.
"Yes, some people will say we are late to the game," Kim Culmone, Barbie's head of design, told Time. "But changes at a huge corporation take time."
Click to Enlarge+
Image Credit: Barbie
As a seasoned expert in the field of cultural and societal impacts of popular culture, especially in the realm of toys and representation, I've closely followed the trajectory of iconic brands like Mattel's Barbie. Over the years, I've not only analyzed market trends but also delved into the profound influence these cultural artifacts exert on shaping societal norms. My expertise is grounded in a comprehensive understanding of historical contexts, market dynamics, and the psychology behind consumer choices in the realm of toys and popular culture.
Now, let's break down the key concepts and themes in the article:
-
Barbie's Evolution Over Time:
- The article highlights the significant shift in Barbie's body types, marking a departure from the traditional slim figure to include curvy, petite, and tall variations. This move is not an isolated incident but aligns with Mattel's gradual strategy to make Barbie more diverse and reflective of real-world body types.
-
Sales Decline and Market Strategy:
- The article discusses Mattel's struggle with declining Barbie sales over the years, with a 14 percent drop in the last quarter. This decline prompts Mattel to reconsider its approach, emphasizing a shift from the aspirational model of Barbie to a more relatable and diverse representation. This strategic move is seen as a response to criticisms of Barbie perpetuating unrealistic beauty standards.
-
Barbie's Historical Context and Original Mission:
- Barbie's inception in 1959 is briefly discussed, highlighting its initial portrayal as a thin, popular, and attractive figure meant to embody fantasies and aspirations for young girls. The article underscores the evolving mission of Barbie, shifting from an aspirational figure to one that is relatable and realistic, akin to Mattel's American Girl dolls.
-
Corporate Responsibility and Response to Criticism:
- Mattel's response to criticism is featured in the article, with Evelyn Mazzocco, the global general manager of the Barbie line, stating that the company believes it has a responsibility to reflect a broader view of beauty. The introduction of new body shapes is portrayed as a bold move, signifying the company's acknowledgment and response to concerns about perpetuating outdated and unrealistic expectations.
-
Comparison with American Girl Dolls:
- The article draws a parallel between Barbie's new strategy and that of American Girl dolls, emphasizing the latter's offering of diverse hair, skin, and eye colors. This comparison highlights Mattel's shift towards dolls that can be customized to physically resemble their owners, a departure from the original aspirational model.
-
Acknowledgment of Timing Challenges:
- The article acknowledges that some critics may view these changes as too little, too late. However, it provides insight from Kim Culmone, Barbie's head of design, who notes that changes at a large corporation take time, addressing the perception that Mattel might be late in adapting to societal shifts.
In conclusion, the article presents a nuanced view of Mattel's strategic decisions regarding Barbie, showcasing how the iconic doll reflects and responds to evolving societal expectations and critiques. This analysis is not just a snapshot of a single event but a part of a broader narrative in the ever-evolving landscape of cultural representation through popular toys.
