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On March 9, 1959, a cute girl created by Mattel was first released at the International Toy Fair in New York (Mishra and Bakry, 2021). In the same year, Barbie became a hit – more than 300 thousand dolls were sold (Mishra and Bakry, 2021). One of the secrets of Barbie’s popularity is that manufacturers react quickly to social changes taking place in society, reflecting them in the appearance and clothing of dolls.
The first picture shows Barbie in a strict pantsuit: Barbie’s professions have always reflected society’s view of women’s career aspirations. Since 1959, Barbie has changed regularly, stepping into fashion over time; as can be seen in the first picture, she was not only a glamorous beauty (Mishra and Bakry, 2021).
The second picture depicts two lesbian Barbies entering into a same-sex marriage. One of them has a traditional white dress on; the other is wearing a tuxedo. The purpose of these dolls is to help girls learn to ignore gender stereotypes.
In the third picture, Barbie appears in the image of a rock star. Such a bold choice of clothes and makeup emphasizes the popular company My body – my business, emphasizing the right of women to choose their own style (Mishra and Bakry, 2021). The fourth depicts shows Barbie dressed and trimmed in a unisex style. Thus, young clients of the doll will get acquainted with the concept of gender neutrality. In the fifth picture, a Barbie from the limited collection is presented. In that way, manufacturers are trying to appeal not only to the children’s audience but to adult connoisseurs-collectors.
The creators of the once most famous and popular doll are trying to keep up with the times and change the image of Barbie following the needs of a new generation. For this reason, Barbie manages to break away from competitors and surpass them in popularity. Playing with a doll, children learn the realities of the modern world, learning from the heroine of tolerance and the concept of girl power.
Reference
Mishra, S., & Bakry, A. (2021). Social identities in a consumer-brand relationship: The case of the Hijab-wearing Barbie doll in the United States. Journal of Consumer Behaviour, 20(6), 1534–146. doi: 10.1002/cb.1965
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