Barbie is probably one of the first role models of appearance and behavior that girls have in childhood. Dolls, movies, advertisements… Almost every girl wanted to be like the most famous blonde in the world. But not all of us are.
Facing this reality was painful for most. We seek to find a way to accept ourselves the way we are, and without a doubt, the strengthening of social movements helped us in this. So Barbie seemed to be heading in the opposite direction of self-acceptance: The more you assert yourself, the less you feel you need to be like Barbie. Fortunately, we can say that Mattel is looking to remedy this.
The difference gets bigger as we look at Barbie across the decades. The different skin tones, bodies, professions, ethnicities and styles that are currently represented seem to be a way for Mattel to show that it no longer wants to be remembered as an “aesthetic form”, but a recipe with all kinds of ingredients that can be done by anyone. See the comparison between the 1959 and 2022 Barbie commercials:
Another example are projects like “Role Models”, which transform women in the spotlight into versions of the doll. This year, Brazilian teacher Doani Emanuela became a Role Model alongside other names such as Adriana Azuara, Lena Mahfouf, Butet Manurung, Pat McGrath, Jane Martino, Shonda Rhimes, Melissa Sariffodeen, Ari Horie, Lan Yu, Sonia Peronaci and Tijen Onaran.
To understand how Barbie can be present in a healthier way in the growth of children, I talked to Miguel Angel TorreblancaSenior Director and Head of Marketing at Mattel Latin America.
DNEWS: How does the brand select the next inspiring women who will become dolls?
MIGUEL ÁNGEL TORREBLANCA: The initiative “Barbie Inspirational Women”, or “Barbie Role Models”, in English, aims to encourage girls not to limit their dreams because of their gender. Therefore, we seek to find in real women a positive example for the next generation. So we do careful research to find names that make a difference in their field, positively impact the community, and set an inspiring example. Last year, in Brazil, we chose the biomedical doctor Dr Jaqueline Goes and the artist IZA for everything they represent in their community. In March of this year, in celebration of “International Women’s Day”, professor Doani Emanuela Bertan was the Brazilian honored and won recognition through an exclusive doll made in the likeness. This line honors brave women who took risks, changed the rules and paved the way for girls to think bigger and bigger.
AD: What is the biggest challenge Mattel faces against sexism?
MIGUEL: Barbie was created in 1959, and since then he has been inspiring children of all ages to dream, travel and discover that, through play, they can be whatever they want. To give you an idea, in 60 years she has had more than 200 professions, such as Astronaut Barbie (1965) who reached the moon before man, US President Barbie (1992) and Surgeon Doctor Barbie (1973), all portraying some aspect. of the culture and society of their times.
AD: How does Mattel’s Dream Gap project inspire new generations of girls?
MIGUEL: The Barbie initiative called “Dream Gap” is no different. She aims to raise awareness of all the limiting factors that prevent girls from reaching their fullest potential. According to research carried out in the USA, during the first years of life, girls know that they can be anything they want: presidents, astronauts, scientists and CEOs, however, from the age of 5 they start to lose that confidence. . In addition, there are cultural stereotypes, implicit prejudices and media representations that reinforce the continuity of this problem. For this reason, Barbie continues to fund research on the subject and highlights, through projects such as Inspiring Women, that she presents positive female examples to mobilize communities to support girls.
AD: Barbie was once associated with limiting stereotypes of girls. However, she is more inclusive than ever. Did this change come from a business need or was it always a goal that was misunderstood in the past?
MIGUEL: Mattel has a responsibility to empower the next generation to explore the wonders of childhood and reach their fullest potential. Initiatives that better reflect the world that children see around them must be promoted. Therefore, in its more than 62 years of history, the brand has undergone many evolutions: the doll has gained new body types; has had more than 200 professions, is the #1 brand on YouTube, with weekly empowerment content for children, destroying the brand’s dated image of a perfect character.
AD: How does Barbie use digital content creation to deliver inspirational messages to girls?
MIGUEL: All the content we develop is in line with our purpose of inspiring our fans, so we have a series of entertainment content on streaming platforms such as Netflix, YouTube and for television. Barbie’s YouTube channel, for example, is a powerful platform for free content with stories of empowerment, issues within the children’s universe and talks about current affairs, all in a simplified and child-friendly language. In late September 2021, we present “Barbie Big City, Big Dreams”, an original release by Mattel Television that marked the expansion of the Barbie universe. The film addresses themes such as friendship, diversity and inclusion. It’s a story that continues with the purpose of inspiring the unlimited potential of girls and boys through content specially crafted for them. Soon we will have news in this regard to share, but for now that’s all I can say.
Barbie started to integrate digital environments without the “just advertisements” format. today, your canal brings recipes, challenges, tutorials and even outbursts that raise issues such as racism. Obviously, as a company, Mattel doesn’t put aside its financial interests acquired by children’s dreams. At least, it can be said that current generations will be able to have this brand influence in a more plural and identity way than ever before.
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