From mermaid to fairy, Barbie is a powerful icon

Popular toy turns 59 and aspires to enthrall young and old

IF BARBARA Millicent Roberts could speak, she would certainly have audiences in awe. With her innate charm, charisma and confidence, she would command attention.

They would surely be captivated as she recalled anecdotes of her nearly 60-year career spent breaking into the fashion and model industry, being an aerobics instructor, a ballerina, an architect, entrepreneur, film director and an Olympic athlete.

Her real name might be news to many but those who know her as Barbie may argue that despite all her achievements, her enduring legacy is that she has been the companion of little girls around the world for generations.

This month, the blonde haired, blue-eyed beauty turns 59. Fans around the world celebrated her creation, including those in South Africa, who even held their own celebration of the iconic toy last week where there was ample Barbie memorabilia, themed clothing and desserts on show.

But for her creators, Mattel, she will be forever 16: “Barbie allows little girls to be anything that they want to be from a ballerina to a president. Role play is a large part of the focus of the Barbie brand and empowering little girls to experience this through play gives the brand a unique selling point.”

But despite Barbie’s popularity across the globe, she is not without criticism. Mattel has been lambasted by consumers for creating essentially a “fashion model” which overemphasises beauty.

Many have argued that Barbie could harm girls’ body images as the toy appears to represent the notion that only a small waist, white skin, blond hair and blue eyes would be considered beautiful.

Perhaps owing to a more informed citizenry, Mattel gave Barbie a makeover when it introduced new ranges about two years ago to appeal to more diverse consumers This includes offering three new body moulds.

A year before that, Barbies with a more racially diverse range of skin tones, facial shapes, hairstyles and eye colours were also made available at global retail outlets.

The past 59 years has allowed the Barbie brand to grow in popularity from mums who were once Barbie fans to their children who are engaging with Barbie.

“A range of adult Barbie apparel has recently been launched by retailer, The FIX, which, through sales, has proven that the Barbie brand has longevity in South Africa,” said Mattel.

“Children around the world find the Barbie brand appealing, this has grown with the message that the Barbie brand stands behind – to inspire and nurture the limitless potential in every girl.

“From mermaid to movie star, pet vet to police officer, fashionista to fairy princess, these countless choices have always offered girls the opportunity to play out whatever they can imagine.”

Those insights have led to action. “We needed to remind moms about the purpose and power of Barbie – that through open ended play, storytelling and imagination, girls can imagine everything they can become through Barbie.

“Changing the body and being more diverse hopefully removes a barrier, allowing parents to see the brand for what it is, not just what it looks like. Brand and product evolutions take time, and we’re proud of the way we are evolving this brand. Barbie has always represented that a woman has choices.”