Fixing in Kathmandu | Is the Barbie movie a bold step to reinvent and fix past wrongs or a clever ploy to tap a new market?

From a Malibu Barbie dreamhouse on AirBnB to AI tools transforming selfies into Barbie movie posters, and a multitude of Barbie-themed brand partnerships, Barbie has inundated our surroundings. This omnipresence extends further with the viral Barbiecore trend, captivating social media with vibrant pinks and ultra-feminine aesthetics. A true Barbie world is unfolding.

Critics point out this pervasive marketing strategy as a deliberate move to revitalize a brand with a contentious past. Beyond intriguing adults who grew up with Barbie and are curious about the brand's evolution, this makeover has enticed younger fans swept up in the flood of marketing and merchandise.

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While Barbie remains a trusted brand valued at around $US700 million, it has faced long-standing feminist critique for perpetuating outdated and problematic stereotypes.Just a few years ago, Barbie confronted a crisis as sales dipped amidst the rise of body positivity, challenging the doll's representation of narrow ideals and an unrealistic beauty standard. In reality, Barbie's proportions are so extreme that, if human-sized, she'd face physical impossibilities.

This backlash isn't solely about physical appearance; concerns have emerged about Barbie's influence on child development, particularly in shaping gender perceptions. Research indicates Barbie's association with limiting career options for girls and reinforcing gender stereotypes. In response, Mattel introduced a diverse range of Barbies in 2016, promoting various body shapes, sizes, and skin tones. However, critiques lingered, viewing even the "curvy" Barbie as still thin, with emphasis primarily on physical attributes.

Transitioning from a white, middle-class archetype to a symbol of diversity and inclusivity, Barbie underwent a transformative project termed "Project Dawn." This transformation wasn't solely about dolls; Mattel expanded Barbie's impact through initiatives like Barbie Vlogs, addressing issues like depression, and the gender-neutral "creatable world" collection, broadening gender expressions.

The Barbie movie marks another chapter in the brand's evolution towards inclusivity, with a budget rumored at $100 million. Helmed by Greta Gerwig and featuring a diverse cast, it aims to redefine Barbie's narrative, emphasizing feminist undertones. Yet, despite efforts to address Barbie's complex history and diversify the cast, Mattel's executive producer has explicitly stated the movie is "not a feminist movie." The main character's portrayal still adheres to conventional beauty standards, with diverse characters seemingly playing supporting roles in her story.

Source : https://theconversation.com/is-the-barbie-movie-a-bold-step-to-reinvent-and-fix-past-wrongs-or-a-clever-ploy-to-tap-a-new-market-209394