The cult blonde is 60 years old
Barbie is the classic toy par excellence and celebrates her 60th birthday on 9 March. How has Barbie managed not to lose her appeal over the years?
Barbara, the daughter of Ruth and Elliot Handler, probably loved experimenting with the future from a safe distance. Her mother Ruth quickly realised that playing "pretend" was part of growing up. Through constant observation, she came up with the idea of inventing a doll. In 1945, she and her husband Elliot founded the Mattel Creations company. After years of tinkering and testing, she was finally able to present the final model called "Barbie" at the annual toy fair in New York on 9 March 1959. Initially met with ridicule, the invention quickly proved to be a great innovation. Initial scepticism gave way to great enthusiasm, because the Barbie doll was different from the current doll models. Children seemed to particularly like the long, beautiful hair and great clothes.
From a blonde image to an emancipated woman
The cult product has changed constantly over the last six decades. One reason for this is the expansion of the range by Mattel. But there is still plenty of criticism - even today. The doll is too perfectionist, too slim, too busty, too white, too blonde, too sporty, has too long legs, too blue eyes or too long hair. So it was and is inevitable that Barbie adapts her look to the times.
In addition to hair, eye and skin colour, body shape, hairstyle and clothing style were also constantly updated. The initially long-legged, busty and always smiling model, who seemed rather silly and had a wasp waist, gave way to a contemporary doll in the form of various types of women. From now on, there are Barbies with headscarves, with afro, in wheelchairs, as smaller or curvier versions or with different origins. Barbie also tries to counteract the cliché that women belong at the cooker by working in over 200 different professions. Away from the dumb blonde image and towards a successful, emancipated woman.
Toys for girls - and boys
With Barbie, children can let their imagination run wild, play out everyday situations and, above all, dream. Whether princess, firefighter, pilot, astronaut or doctor, Mattel's aim is to encourage the endless potential in every girl. They should be able to identify with the doll and believe that they can be and do anything.
Our goal: To nurture the endless potential in every girl.
Due to the contemporary adaptation of the look as well as the further development of the Barbie world, this doll will not lose its appeal despite the recurring criticism. It is and will remain a popular product that will endure for decades to come. In my view, what Barbie still lacks after all this change is the acceptance that it is no longer a girls-only toy. Communication and product development should be expanded accordingly. In my opinion, the pink-coloured Barbie world can also have rough edges in the future without tarnishing the smooth Barbie image.
Toys that transcend generations
I personally don't know whether Mattel's Barbie doll will effectively bring out the potential in every girl. But it is still a fun pastime for girls AND boys that is passed down through the generations.
I also spent a lot of time with Barbie in my childhood. In addition to Ken, I had a bathtub, a kitchen, a dining table and lots of clothes. For me, it was a way to process what I had experienced and immerse myself in my own world. In the meantime, everything has been packed away in a box for over 20 years, waiting to be used by my two daughters. When the time comes, I'll be the first to buy new clothes and the latest Barbie models.
To all models from Mattel Barbie
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I’m the cook, cleaner, police officer, nurse, entertainer, motivator, author, storyteller, coach, organiser, chauffeur, lawyer and judge. To put it simply, I’m a mum to a daughter and not just a (Content) Manager at the office but also at home.