Barbie’s New Face Raises Marketers Eyebrows
For a doll that can’t speak, Barbie sure has caused some controversy. This plastic haired, ill-proportioned doll has caused nationwide campaigns attempting to dismantle the doll for its negative effect on body image.
To counter this, Barbie have released a brand new marketing angle – one that actually gives Barbie a positive message that to stand for. And it has nothing to do with body image.
Here’s what they’re actually trying to say
Barbie could have easily altered a few plastic molds and changed the proportions of their dolls into something more, well, human. But they didn’t. These new Imagine the Possibilities dolls have the exact same proportions. Why? Because the doll itself is besides the point.
Barbie doesn’t exist to encourage women to starve themselves. Nor does it exist to empower women. It’s purpose is actually a lot more simple – something adults have overlooked. And that is imaginative play.
However the way children play can impact who they are as a person. Whether a child uses fake guns to shoot friends or spends hours dressing a doll impacts a childs values.So why not make childrens play about who the child will become? Evelyn Mazzocco, global svp and general manager of Barbie, tells Adweek,
“We want to remind the world what Barbie stands for. Founded by a female entrepreneur and mother in 1959, the Barbie brand has always represented the fact that women have choices. This ongoing initiative is designed to remind today’s parents that through the power of imagination, Barbie allows girls to explore their limitless potential.”
What do you think of Barbie’s new marketing angle?