There is no doubt that within the past 6 years of working within issues of body image and fashion the topic and concept of Barbies ideology has acted as body a constant reference point and barometer of beauty. The Barbie doll has been around for over 50 years and now the system of perfection is being disrupted. Today we have a game changer as toy manufacturer Mattel have adapted and shown the importance of diversifying their brand by adding three additional body types, ”Petite”, “Curvy” and ” Tall”. Most importantly there will be a variety of ethnicities included. In total there will be four different body types inclusive of the original Barbie. There will be seven different skin tones, 14 different faces, 30 different hair colours and a variety of hairstyles also.
Barbie’s popularity in recent years was certainly in decline as publications and academics highlighted issues and poked holes in what Barbie showcased to children. At such a sensitive age, toys are one thing that act as a tool for understanding and communication. With this in mind Evelyn Mazzocco, the senior vice president and global brand manager of Mattel, told Time Magazine ” These new 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” . The move has been part of a two year secret project amongst the Mattel design team labelled as Project Dawn.
Why this move is so important: The change will help enable children to understand that beauty is such a broad spectrum while helping their parents and teachers to reinforce this. While business decisions would have course stimulated Mattel’s overall change, today will stand as a very big turning point because we have just seen a huge multinational super giant who are conforming to both the need and requirements of showcasing diversity. The video at the bottom of this post highlights just that and it can only show that it will lower body dysmorphia issues among younger age groups while helping to improve body acceptance.
Lou. x
What to expect :
( images – screen Grabs from their direct website – barbie.com)
Video:
