7 minute read
Vol. 19: #32 • Barbie Unpacked • (8-6-2023) Tidbits of Coachella Valley
With pink now all the rage as audiences flock to theaters to see their beloved Barbie doll sets brought to life on the big screen, Tidbits thought it only fitting this week to give you the story behind the story, and a look back at how it all began. Follow along as we go behind the scenes to see how this singular doll transformed the toy industry and gave fashion-conscious young girls a must-have treasure!
A SUCCESS STORY
• Ruth Handler came up with the concept of the Barbie doll on a trip to Europe in 1956. After seeing a German doll named Lilli that was anatomically correct and intended as a gag gift to bachelors, it sparked an idea. Her husband Elliot was already in the manufacturing business, so Ruth asked him to start making adult-looking dolls for their daughter, Barbara, who was too old for baby dolls but not too old for dolls altogether. Elliot was not completely sold on the idea, but, at her insistance, began manufacturing the doll using the design sketches she created.
• She named the doll Barbie after their daughter, who was born in 1941. Their son Kenneth was born in 1944. The factory foreman’s name was Harold Matson. Matson and Elliot later combined their names and expertise to form the Mattel Corporation.
• In 1955 Mattel was already established in the toy business when they got the opportunity to sponsor a new TV show, “The Mickey Mouse Club.” As a result, Mattel’s ads turned toy sales from a once-a-year occurrence at Christmastime into a year-round event. Barbie officially went on the market in March of 1959.
BARBIE’S BUDDIES
• Barbie was the only adult female doll on the market until Mattel introduced her best friend Midge. Midge was a bit less glamorous than Barbie while still being perky. Later Midge got a boyfriend, Alan, and Barbie got a little sister, Skipper.
• One model of Skipper had budding breasts that would sprout when her arms were shoved backwards. Move her arms forward and once again she became flat-chested.
• Mattel was originally against the idea of producing a Ken doll because male dolls had never sold well. The Ken was finally released in 1961. It was a success because little girls knew that Barbie needed a boyfriend.
• Barbie’s cousin Francie appeared in 1966, followed by her black friends Christie and Julia. To make the afro hair look real, the doll’s heads were placed in an oven and heated, making the hair crinkle up. Jamaican Barbie and Nigerian Barbie followed later.
• When the question arose of whether Barbie should have a baby, the problem was solved by issuing a Barbie doll that came with an infant and an apron with the word “Babysitter” clearly displayed in the front.
• In 1993 Mattel came out with an “Earring Magic Ken” complete with single earring, purple vest, and necklace.
• Ruth Handler at first decided not to make a doll-sized vacuum cleaner for Barbie because she didn’t feel Barbie should be thought of as someone who would do “rough housework.”
EVOLUTION OF A DOLL
• In 1967 Barbie acquired eyelashes and a twisting waist. Any girls who had an old Barbie were encouraged to trade it in for a discount on a new one. Each year afterwards a new version was released that would do something the previous dolls did not: tilt the head, kiss, blink eyes, grip objects, etc. Mattel's strategy was to ensure continuing sales by upgrading to new features every year -- and it worked.
• In 1966 “Color Magic” Barbie was on the market. Her hair and clothes changed color when a “magic” potion was applied.
• Barbie’s gaze had always been downward to one side, making her appear a bit demure and submissive. But in 1971 she was given a more confident, straight forward look as the women’s liberation movement gathered force.
• In 1977 an 18-inch tall Barbie was introduced. She came with a pink Corvette, a motorhome, and a beauty boutique.
• Even though Black Barbie and Hispanic Barbie came out in 1980, Blonde Barbie outsells all other dolls even in Latin America. In 1981 Barbie developed tan lines.
• In 1992 the expensive Empress Bride Barbie collector’s doll had a dress created by worldfamous dress designer Bob Mackie.
• Rather than to satisfy some impossible male ideal, Barbie's narrow waist is actually thin by necessity. When fitting a doll-sized waist for clothing, a band made of cloth results in folds of cloth that are so bulky and cumbersome that it would make all but the skinniest doll look fat.
• Today Mattel is one of the biggest apparel manufacturers in the world due to Barbie’s expanding wardrobe, with over 100 new outfits added annually.
CONTROVERSIAL CRITICISM
• When the National Organization for Women came out with a condemnation of the ten most sexist companies in 1971, Mattel was ranked high on the list. Their ads consistently showed boys playing only with educational toys while girls played only with dolls. Later, Mattel couldn’t resist taking a jab at NOW when the organization protested loudly against the Miss America pageant in 1972. Mattel promptly came out with a Miss America doll.
• In 1992 the talking Barbie got in big trouble with feminists for saying “Math class is tough.” In response to protests, Mattel changed the remark to “Science class is cool.” The controversy of the math class comment received publicity nationwide, and even made front page news in the Washington Post.
• In December of 1993 talking Barbies appeared in stores— but instead of saying “What should I wear to the prom?” they growled, “Eat lead, Cobra!” and “Vengeance is mine, you dirtbag!” At the same time G.I. Joe dolls showed up that were saying, “Oooh, let’s go shopping!” and “Will we ever have enough clothes?” A group called the Barbie Liberation Organization had secretly managed to swap hundreds of Barbie voice boxes with G.I. Joe’s in order to make a point.
• If Barbie were life-size, her measurements would be 39-23-33. In retaliation against Barbie’s unrealistic measurements, High Self Esteem Toys came out with a competing doll that was a bit fatter. They claimed Barbie dolls encouraged girls to become anorexic. Although the press embraced the new doll, little girls did not. It was introduced in 1991, but was off the shelves and out of production by 1994.
• While the Barbie doll helps young girls use their imaginations to see themselves aspiring to the role of doctor, scientist or successful businesswoman, the concept of this singular doll created a whole new level for toy industry marketing.
The huge number of Barbie-related add-on accessories literally rocketed the Mattel coroporation to phenomenal success. □
