Trends Forecasting Research Document TRENDS FINAL HAND IN FINISH | Página 16

Barbie’s Diversity Range Figure 15 Lydia Holland Trend Forecasting Research Document ocument 16 Barbie, a best selling doll for 55 years, has now released a ‘diverse’ range including dolls of different ethnicity, eye colour, hair colour and most importantly size. Barbie has been scrutinized much in the past for their perception of women reflected in their dolls, creating a false look for young girls everywhere. This is due to Barbie usually having a tiny waist, stick thin legs and a tiny frame, promoting an unhealthy body image (Ellis-Peterson, 2016; Gothelf, 2016). Mattel has been pushing for Barbie to be a positive role model, releasing dolls who aren’t just aesthetically pleasing but also are dressed as a certain profession such as business women and scientists (Keegan, 2016; Gothelf, 2016). Barbie recently unveiled a doll in honour of plus sized supermodel Ashley Graham. Ashley wanted the Barbie to go away from the “traditional” beauty standards of thigh gaps and abs, especially since the fashion industry is becoming much more open minded in different body sizes (Hua, 2016). The new range of Barbie dolls have received their own magazine cover with Time Magazine, dedicated to Barbie’s new shape and new range of clothes (Ellis- Peterson, 2016). Evelyn Mazzacco (2016), senior vice president of the company said, “Barbie has always given girls choices from her 180 careers, to inspirational roles, to her countless fashion and accessories. We are excited to literally be changing the face of the brad – 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.” (Keegan, 2016) This demonstrates that Barbie have listened to their critiques and have created a more positive body image of Barbie in which girls who are slightly bigger, or slightly taller, who have a different ethnicity, etc. can feel happy and confident in themselves as they are reflected in toys that they can play with from a young age. These Barbies build pride in women and represent girl power in that it is teaching girls to love themselves and they do not have to look like a stereotype to have worth in society.