The Daily Can Barbie Be Rebranded as a Feminist Icon?
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Jul 21, 2023 
Willa Paskin, a journalist and host of Slate’s Decoder Ring podcast, discusses the ambitious task of rebranding Barbie as a feminist icon. She shares insights from her conversation with director Greta Gerwig about capturing Barbie's evolution while addressing stereotypes. The dialogue also touches on the challenges of balancing artistic vision with corporate interests and critiques surrounding the film's portrayal of capitalism. Throughout, Paskin reflects on Barbie's cultural significance and the reception of her new identity.
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Barbie's Origin
- Ruth Handler, co-owner of Mattel, created Barbie after observing her daughter playing with paper dolls and envisioning careers for them.
- Barbie's design was based on Bild Lilli, a German doll initially marketed as an adult novelty item.
Barbie's Contradictory Image
- In the 1960s, Barbie's image became increasingly complex and contradictory, simultaneously achieving professional milestones like going to the moon and embodying unrealistic beauty standards.
- Slumber Party Barbie came with a scale permanently set at 110 pounds and a book advising "don't eat" for weight loss.
Feminist Critique & Mattel's Response
- Feminist critiques of Barbie in the 1970s solidified, arguing that the doll perpetuated limiting stereotypes of women.
- Despite the criticism, Barbie's popularity remained largely unaffected, and Mattel made only minor changes.