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The Daily cover image

Can Barbie Be Rebranded as a Feminist Icon?

The Daily

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The Feminism of Barbie

Mattel's iconic Barbie doll faced feminist critique as it embodied restrictive beauty standards. Despite the criticism, Barbie continued to dominate the market until the 2000s when it faced competition from Bratz dolls. By the mid-2010s, Barbie's image had become a liability as mothers viewed the doll as vapid and limiting for young girls. Additionally, a study revealed that playing with Barbie made girls feel less capable in various careers. In response, Mattel introduced diverse Barbies with different skin tones and body shapes, as well as dolls based on feminist icons. However, Mattel as a company was struggling and went through multiple CEOs by 2018. They hired Enon Kries, an entertainment-focused businessman, who aimed to streamline operations and rebrand Mattel as an intellectual property company.

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