Over her long history, Barbie has seen some ups and downs. Immensely popular when she was first introduced in 1959, she later came under fire for setting unrealistic bodily expectations for generations of girls. Occasionally derided as anti-feminist and problematic, Barbie recently has been enjoying a resurgence and reconsideration, based at least in part on efforts by Mattel to make her more inclusive, diverse, and representative of the actual girls targeted by the marketing for the toy.

For several years, Mattel has actively sought to expand the images and depictions of Barbie to include more diverse representations, including various skin colors, body types, and visible indicators of physical ability. Its most recent addition to the Barbie lineup reflects the features of a girl with Down syndrome, including a rounder face, flatter nose, shorter stature with a longer torso, and slightly almond-shaped eyes. The doll wears ankle braces, as are required by many people with the genetic condition, and her necklace is a chevron symbol, reflecting the three copies of the 21st chromosome that produces the syndrome. Mattel noted that all the physical traits had been suggested and reviewed by medical professionals with expertise in the field.

This Barbie joins others who represent women with different traits, in various roles. According to Mattel, currently, Barbie is available in 35 skin tones, with 97 different hairstyles and 9 body types. More professions are represented in Barbie’s outfits as well, including a blue-haired doll with a lab coat and microscope, as well as a Black Barbie with an Afro who sports binoculars. Some Barbies use wheelchairs; others have prosthetic legs or arms.

Beyond these attempts to help children see themselves represented by Barbie, Mattel also has reformulated the controversial body shape of the doll. Mostly gone are the proportions that would not have allowed any person to exist in real life. (Were the original Barbie to have been expanded to actual size, her tiny waist would have been unable to contain her internal organs, and her tip-toed feet, designed to be shod in high-heeled shoes, would have caused her to topple over regularly.) Instead, most versions of Barbie today—while still glamourous and unrealistic as a bodily role model—have larger waists and smaller bustlines.

Furthermore, the aura and appeal of Barbie has never completely receded, even with the criticisms. According to psychologists, that’s because Barbie promises young children that they can be anything they want, and they use that promise to play with her in imaginative, unpredictable ways. As one observer noted, Astronaut Barbie came out in 1965, nearly 20 years before Sally Ride became the first U.S. female astronaut to actually go to space.  

Discussion Questions:

1. Are representation efforts by Mattel necessary and/or sufficient?
2. How can you explain the enduring popularity of Barbie dolls in particular?

Sources: Nardine Saad, “Mattel Launches First Barbie with Down Syndrome to ‘Counter Social Stigma’,” Los Angeles Times, April 25, 2023; Mattel, “The Power of Representation,” https://shop.mattel.com/pages/barbie-diversity; Emily Tamkin, “A Cultural History of Barbie,” Smithsonian Magazine, June 2023