Barbie's New Look: A Progressive Move Or A Desperate Attempt To Save The Company? | The Odyssey Online
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Health and Wellness

Barbie's New Look: A Progressive Move Or A Desperate Attempt To Save The Company?

America is praising the new dolls. But why?

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Barbie's New Look: A Progressive Move Or A Desperate Attempt To Save The Company?

We all know the name: Barbie.

Even if you did not play with these beautiful, skinny, white dolls in your youth, surely you've seen her face in every toy store and heard of her reputation as the unrealistic role model for young women.

For me and probably the majority of my generation, Barbie was the doll to have. Not only was she perfect, but I could dress her in whatever way I pleased and make her do whatever I wanted with some help of my imagination. I still remember opening my Nutcracker edition Barbie as a little girl and screaming with excitement because I had the it doll. Barbie had it all.

But Barbie was just one standard figure. Tall and blonde. Skinny and tan. All of the clothes fit all of the dolls, because they were all the same. And Mattel sold this one-sized doll since its release in 1959.

Until last week.

On Thursday morning, the news was released: Barbie has a new look. Well, a look other than the humanly impossibly proportioned mold that she has fit for so many years. Barbie now comes in four different body types, with new eye colors and skin tones.

The advent of the new Barbie is being applauded everywhere.

Yes, it is a wonderful step for Mattel to finally branch out from the overly skinny Barbie. But why did this project not begin sooner? The company says that "Project Dawn," aka the making of the new Barbie body types, took over two years. Yet the notion that Barbie's impossible body proportions have poisoned the minds of young girls has been talked about for more than a decade. It seems that the new look for Barbie only came in a time of absolute desperation — when Disney's "Frozen" Elsa toy exceeded her in sales in 2014.

So therefore, Mattel did not release these new body-positive Barbies to join the progressive movement of female self-image, but because their classic doll was not selling. The company even admitted that the new Barbies were targeted to the millennial moms, because they are the future of their consumer base and would not settle for a homogeneous Barbie population.

This change is definitely a positive step, as the toys better show the diversity that little girls see in the world around them. But Barbie is still a plastic doll that always smiles and can only move a couple of her body parts. She still represents the limited action that a woman of the conventional gender role can take.

Barbie's problem goes far beyond the surface. Mattel can change her skin color and body index, but she still stands for the idealization of beauty. She still sends the message to young girls in America that being beautiful is the only way to be valued as a woman. And so the unhealthy preoccupation with female beauty is not going to be fixed simply by introducing new dolls that are slightly less creepily skinny, because let's be real — they are still completely gorgeous.

Young girls need to be taught that they can be empowered by traits like intelligence and strength, not simply by just being pretty. We need more toys like Elsa, who embraces her differences and does not need a Ken to complete her life. And like Legos that work as a team to accomplish anything, no matter their disabilities.


So no, Barbie. We will not stop talking about your body. Not as long as it is the only part of you as a woman that value is being placed upon. So give us something else to talk about.

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This article has not been reviewed by Odyssey HQ and solely reflects the ideas and opinions of the creator.
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