Barbie can do it all. She has been a fashion model, fashion editor, astronaut and surgeon. Seemingly, she is a powerful image; a good toy for young girls. However, it is widely known that this is not the case. The doll and Mattel are often criticized for her unrealistic body and lack feminist qualities.
In reality Barbie would stand at 5 foot 9. Her weight would be 110 pounds, which would mean she'd severely anorexic. Realistically her body would not be supported by her tiny feet nor would her head by her thin and elongated neck. The doll is often held partially responsible for girls' poor body image. Not only has she been under fire for her "perfect body," but for her less than admirable portrayal of women.
Barbie made the news in 1992 for Teen Talk Barbie's declaration that "math class is tough" or needing a male's help to program a computer. Of course there was the Presidential Barbie who was more focused on her pink suit than on anything having to do with politics.
Needless to say Barbie sales have gone down. The doll has become less popular among mothers, who are less willing to give their daughters Barbie dolls. This is a time when the feminist movement is thriving. The idea of a strong, equal woman is on everyone's minds. Barbie has not been able to keep up with this movement. Until now...
Mattel has recently come out with a brand new commercial promoting the classic Barbie doll in a much different light. It takes on the girl power message that our society has adopted. The commercial boasts that playing with Barbies gives young girls the chance to imagine whatever they want to be.
The commercial begins with college students filing into a classroom only to find that their professor is a young girl adorably explaining her ideas on science. We see other girls of a similar age performing the duties of a veterinarian, soccer coach, and powerful business woman talking about her business trips to New York and Transylvania.
The end of the commercial shows each girl acting out these strong careers in her bedroom through her Barbie dolls. This ties into the idea that she can be anything she imagines with her Barbie dolls, effectively supporting Mattel's original message.
The cute-factor of the commercial is undeniable. The young girls are working in powerful careers, complete with tiny lab coats and pint-sized business suits. However, the message outshines the cuteness.
Some of my Facebook friends are supportive, loving the message that the new commercial is portraying, while others are skeptical. Is Mattel really attempting to change the negative image that accompanies Barbie dolls or are they trying to appeal to this feminist movement in an effort to better their sales?
