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Dream It. Style It. Our History Founded by Ruth Handler - businesswoman, mom, and pioneer of her time - Barbie has been breaking boundaries and sparking imaginations since her debut. Learn More. Check it out.
Not everything will Velcro shut. Fits will be thrown, exasperated moms will call Mattel. The company is setting up a separate help line just to deal with Project Dawn complaints.
But staying the course was not an option. A line of toys designed to teach girls to build, Lego Friends, helped boost Lego above Mattel as the biggest toy company in the world in In this environment, a new generation of mothers favor what they perceive as more empowering toys for their daughters.
Elsa might be just as blond and waif-thin as Barbie, but she comes with a backstory of strength and sisterhood. Barbie has courted controversy since her birth. Her proportions were designed accordingly. When Handler introduced Barbie named after her daughter Barbara in at the New York Toy Fair, her male competitors laughed her out of the room: nobody, they insisted, would want to play with a doll with breasts. Barbie had careers at a time when women were restricted to being just housewives.
Ironically, our critics are the very people who should embrace us. A handful of studies, however, suggest that Barbie does have at least some influence on what girls see as the ideal body.
The most compelling, a study published in the journal Developmental Psychology, found that girls exposed to Barbie at a young age expressed greater concern with being thin, compared with those exposed to other dolls. But it was only when moms started voting with their dollars that Mattel had to reassess these criticisms.
Dickson was brought in in to expand the Barbie brand from dolls to apparel, TV shows and gaming. She also has her own show that streams on Netflix. And Mattel as a whole prospered. The company was producing the Disney Princess dolls through a licensing deal, and to combat the Bratz problem, it created its own line of cutting-edge dolls, Monster High.
At a Los Angeles Target, I locate Barbie in the toy aisle, beaming down at me from her dream house pink convertible sold separately. On the next shelf over sits Elsa in a box that invites you to press a button to hear her sing.
I press. Part 3 With all that in mind, Kim Culmone, head of design, posed a challenge to her team:. If you could design Barbie today, how would you make her a reflection of the times? Mattel refuses to discuss the actual proportions of the new dolls or how it came to decide on them.
During one meeting, designers, marketers and researchers fixated on the shoe problem. There will now be two Barbie shoe sizes, one for curvy and tall and another for original and petite. Moms will have to puzzle out which is which when they find a miniature stiletto jammed between their couch cushions. Indeed, the additional bodies are a logistical nightmare. Mattel will sell the dolls exclusively on Barbie.
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