Guide
Mummy, am I pretty? How to encourage body positivity in young children
by Katja Fischer
Why everyone is fawning over Swiss-made «Girlys» – and why I’m sorta hopping on the train
10.3.2022
Translation: Veronica Bielawski
The Federers, Madonna and other famous figures have these dolls at home. Why? The enthusiasm for «I’m a Girly» dolls was a mystery to me – until I peered behind their glittery facade.
Meet Lucy, Ava and Jamie. Each dons a glitter and tulle-heavy creation, rounded off by heart-shaped sunglasses, a candy pink handbag and patent leather shoes. When placed out in the sun, their long, luscious hair changes colour.
It doesn’t get more girly than that. The product name – «I’m a Girly» – fits the googly-eyed gals like a glove. These fashion dolls can be found in many children’s rooms, including those of A-list celebrities like the Beckhams or Madonna. Roger Federer's twins reportedly also love the dolls.
I’m not convinced. The «Girlys» are too everything for me: too bling-y, too tulle-y and too kitschy. Given the age of intense debate about gender identity and sexism, why should dolls cement stereotypes in such an in-your-face way? Is this really necessary?
Children are involved in the doll design
No, it’s not necessary, says Theresia Le Battistini, creator of «Girly» and native of Zurich. But it seems to be what kids want. I learn that the 42-year-old founder of the brand gets her little customers on board and allows them to have a say in the products.
According to her, the fact that her dolls are «outwardly more feminine» comes down to the demand of children. And it has nothing to do with gender. Le Battistini has observed that many kids develop an affinity for make-up, fashion and hair – and that goes for both girls and boys.
The Swiss doll boss points out a feature special to the «Girlys»: unlike other fashion dolls, these intentionally have a neutral physique. This, too, is a result of the children’s preferences.
Chloé and Ella move in with me
Chloé, or «Chloé the cozy glam» in full, is a full-body doll made from recycled plastic and is part of the «I’m a wow» collection. She dons a fluffy pink onesie adorned with sequins. Her shoes sparkle in silver, and the packaging claims that her white-pink hair turns purple when you take her outside. Her mane passes the test; after a trip out to the garden, Chloé returns with a new hair colour.
She’s a challenge to pigeonhole – neither baby nor Barbie. Her face looks like a teenager but is make-up-free. Her body has normal proportions and no bust. Her skin feels soft and premium.
As I write these lines, Ella’s sat next to my keyboard, staring at my screen. Every so often I catch myself talking out loud to her: «Hey Ella, you look awfully real!»
From babies all the way to teenagers
Today, Le Battistini leads a team of ten employees. Her company, with its three product lines and numerous accessories, is present on the international stage of doll business. Since last year, she’s been collaborating with an upcycling fashion brand and now uses fabric scraps from the fast-fashion industry to create the doll dresses. There are also plans to add a mobile game to the range before the end of the year.
The Zurich native can also count on the support of celebrities across the globe. Free advertising, as she stresses – according to her, the posts by Madonna, the Beckhams and Chrissy Teigen were «unplanned and unpaid». By now, other celebrities reportedly ask for products themselves, «which we’re then, of course, happy to provide.»
My verdict: the glitter and the gold
Katja Fischer
Senior Editor
Katja.Fischer@digitecgalaxus.chMom of Anna and Elsa, aperitif expert, group fitness fanatic, aspiring dancer and gossip lover. Often a multitasker and a person who wants it all, sometimes a chocolate chef and queen of the couch.
Toys
Follow topics and stay updated on your areas of interest
