By Magretta Sowah
Twitter – @bohomags
Barbie has been thrusted into the millennia. This move has consumers agreeing with Mattel’s surprisingly accurate and overdue collection. Has the mass media and stiff corporations finally seen the light? Packaged in the obvious yet peripheral ‘the world comes together in perfect poise – selfie or not’ wrapping; consumers have been quick in promoting this new range. Barbie, whose career spans over decades and cultures, is a fun sized life-like doll – a billion-dollar business. The reps at Mattel have developed the new DNA of Barbie, still maintaining the same cookie-cutter marketing alongside adorable features. The difference is now Barbie has grown; slipping on her H&M boots and American Tourister suitcase; this girl-next-door went a-walkin’. No doubt she flipped her hair and thought ‘the more things change, the more they stay the same.’
The 20-piece collection consists of different body tones, hair textures, lengths, body shapes and figures. Mattel’s highly researched and considerate collection is refreshing, even though there are plenty of other toys in the market that offer realistic body shapes. But let’s be real, none of them have the star power to match Barbie.
Three new Barbie’s were added to their 2016 Barbie Fashionista collection. These ‘capsule collections’ were inspired by common body types – Petite, Tall and Curvy. There are 7 skin tones, 22 eye colors and 24 hairstyles – all fueled by their hashtag #TheDollEvolves
According to the Times.com, Evelyn Mazzocco, senior vice-president and Barbie’s global general manager, said: “We are excited to literally be changing the face of the brand – 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. We believe we have a responsibility to girls and parents to reflect a broader view of beauty.”
Despite the provocative TIME cover; “Now can we stop talking about my body?”, the company is still struggling with sales. In these commercially driven and experience rooted society, brands are losing financial standing because of cheaper, altruistic and transparent options. Why buy a Barbie when you can purchase your daughter a gender-neutral toy from store [x]; you know, the one that sells sustainable diapers and Kale-inspired brownies, or something new-agey like that. No judgement.
In 2016 Barbie is definitely feelin’ herself and feelin’ the rest of the world. Regardless of what new and exciting adventures behold Barbie and her friends, the media will always equate Barbie to the All-American-Dream (you may insert other continent).
Barbie’s very presence is a nod to Womanhood and the truth we share – all women want to be the Queen of their domain. Barbie proves you can be, even in a room full of other Queens who look different, sound different and speak different. Talk about #squadgoals.