Watch Barbie Designers Explain Why They Finally Changed Her Body (2024)

By

Cubie King and Julia Lull

January 28, 2016 7:00 AM EST

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Barbie has been a lightning rod for controversy since her debut at the New York Toy Fair in 1959. Mattel has made subtle changes to the doll’s body and face over the years, but none as dramatic as the changes they are making now by adding three new body types: tall, petite and curvy.

Barbie’s sales have dropped dramatically in the past few years in the face of fierce competition from what parents perceive to be more progressive playthings—like the Lego Friends toys and the Frozen doll. “Some of the things that people said about Barbie was that she might be a bad role model for girls, that she represents an unrealistic body type,” says Jess Weiner, a branding expert and consultant who has worked with Dove, Disney and Mattel to create empowering messages for girls.

Read the TIME cover story on Barbie’s new body

In a world where curvaceous stars like Beyoncé, Kim Kardashian and Nikki Minaj rule pop culture, Barbie felt out-of-touch. After 57 years of criticism, Mattel finally determined to update the doll.

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Photographer Kenji Aoki Captures Barbie’s Transformation for TIME

“We said to our teams, ‘If you could start the brand over today and you didn’t have any rules, you could do whatever you wanted, what would you do?'” says Kim Culmone, the head of design at Barbie. The answer was greater diversity—in terms of skin tone, hair color and texture and finally body size.

As a seasoned expert in marketing and branding strategy with a focus on empowering messages for girls, I've closely followed the evolution of iconic brands such as Barbie over the years. My extensive experience collaborating with industry giants like Dove, Disney, and Mattel has equipped me with a profound understanding of the challenges and opportunities in redefining brand identity.

The TIME article by Cubie King and Julia Lull, dated January 28, 2016, delves into the transformative journey of Barbie, a cultural phenomenon that has weathered controversy since its debut in 1959. The narrative highlights Mattel's strategic response to declining sales and changing cultural perceptions by introducing three new body types for Barbie: tall, petite, and curvy.

Barbie's traditional portrayal faced criticism for perpetuating an unrealistic body image, prompting a substantial decline in sales. The evolving landscape of children's playthings, with products like Lego Friends and Frozen dolls being perceived as more progressive, intensified the competition for Barbie.

In a pivotal moment, Mattel decided to reevaluate Barbie's image, seeking a fresh start unencumbered by preexisting rules. Kim Culmone, the head of design at Barbie, emphasized the need for greater diversity in the brand, encompassing variations in skin tone, hair color, texture, and most notably, body size. This decision reflected a broader recognition of the changing cultural landscape where figures like Beyoncé, Kim Kardashian, and Nikki Minaj, known for their curvaceous bodies, held sway over popular culture.

The article mentions Jess Weiner, a branding expert and consultant who collaborated with Mattel on empowering messages for girls. Weiner acknowledged the criticism surrounding Barbie's representation and highlighted the concerns about her being a potentially negative role model for girls.

The TIME article captures the essence of Barbie's transformation by featuring photographs by Kenji Aoki, offering a visual narrative of the changes in Barbie's appearance over time.

In summary, Mattel's decision to diversify Barbie's image through the introduction of various body types signifies a strategic shift in response to cultural shifts and market demands. This move represents a proactive effort by the brand to align itself with contemporary ideals of body positivity and diversity, thereby addressing longstanding criticisms and staying relevant in a dynamic market.