How a Barbie Makeover Led to a Pandemic Sales Boom (2024)

FAQs

Why Barbie was so much successful? ›

It's clear that underpinning Barbie's success and longevity is Mattel's focuss on building Barbie as a brand, rather than just a product. "In doing so it has widened its relevance and reached new audiences," says Walker. "It has successfully built collaborations and partnerships, extending its reach and influence."

Barbie's success may be attributed to the focus on children as consumers for the first time. She attracted little girls because of her adult-like features. Before this, children looked at toys like Yogi Bear, Howdy Doody, and baby dolls for inspiration.

Unfortunately, many believe that Barbie caused what has become known as the Barbie Effect, influencing how young girls see themselves and their potential. The doll had an unnatural figure and helped shape young girls' body image (how a person sees themselves and their physical appearance).

Barbie has been seen on TV commercials since the early 1960's. With over 40 years of continuous television exposure you can't help but see the ads throughout your childhood and into adulthood. This exposure has led Barbie to being one of the most popular toys in history.

The first Barbie doll was introduced in New York in 1959, in a blonde and brunette version, wearing a zebra-print one-piece swimsuit and white sunglasses with a closet of fashion clothes. Barbie became an instant success and 350,000 dolls were sold the first year.

The best-selling Barbie doll is Totally Hair Barbie, released in 1992. Totally Hair Barbie has sold more than 10 million dolls worldwide.

Thanks to the Margot Robbie-led movie and the inescapable marketing surrounding it, Mattel's 64-year-old doll has once again become America's sweetheart. Everyone wants a Barbie. Everyone wants to be a Barbie. And everyone wants to go see Barbie — the movie made $337 million worldwide in its opening weekend.

The way that the Barbie doll has changed over the years reflects the way that women's role in American society has changed. Barbie's marketing strategy is unique in that the movie is being marketed directly to women and has partnered with a large number of other brands.

In 2016, Mattel introduced three new body type options for Barbie, marking the first-ever change in the doll's plastic proportions. The new doll lineup featured curvy, petite, and tall Barbie dolls alongside the original model. Mattel also came out with a line of Barbie dolls that represents people with disabilities.

What is the controversial history of Barbie? ›

Particularly controversial dolls Mattel released over the years included a pregnant version of Midge, the "Earring Magic Ken" clad in a lavender mesh shirt and purple pleather vest, the "Teen Talk Barbie" who said phrases like "Math class is tough," and 1965's "Slumber Party Barbie" who came with a "don't eat" diet ...

A study of American college women found that when they compared themselves to Barbie or to fashion models, they had a decline in self-esteem, a more negative body image, and an increase in risky sexual behavior.

The fashion trend, which has been spotted on celebrities like Lizzo and Florence Pugh, as well as on runways like Valentino, who unveiled a collection of just hot pink designs last spring, has been dubbed “Barbiecore,” in an homage to the stylish doll, whose brand identity is undeniably feminine and very, very pink.

The Barbie movie, released on July 21, is making waves in theatres globally. Its outstanding marketing campaign captured people's attention, leading to high expectations. The film also ignited various social media trends that users found captivating, including the latest Ordinary Barbie TikTok trend.

Part of Barbie's appeal was the fact that she was different than any other doll on the market. In the 1950's, the large majority of toys for little girls were baby dolls. Such dolls as Betsy Wetsy and Chatty Cathy were designed to teach young females the skills required for being a mother.

Premiering at the American International Toy Fair in New York City on March 9, 1959, Barbie was an instant success, with Mattel selling 351,000 dolls within a year. Later, the Handlers and Mattel added a boyfriend for Barbie named Ken, after the Handlers' son, and many other characters in the brand's lineup.

Barbie Debuts

The first Barbie wore a black and white striped swimsuit and her signature ponytail. Toy buyers were skeptical because Barbie was unlike the baby and toddler dolls that were popular at the time. They doubted she would be successful, but Barbie took the world by storm.

In addition, the merchandise in the store was expensive since Mattel did not source in China. A pair of jeans cost as much as 1,000 yuan ($156). No one would spend that amount of money for a brand that doesn't have significant recognition. Barbie dolls sold in other department stores were much less expensive.