3/9 is the 60th anniversary of Barbie's debut at the Toy Fair, and what changes Mattel has made along the way, from being criticized for its "unrealistic body proportions" to changing the appearance of Barbie to being realistic?
When it comes to Barbie, what does you think of? Slim waist, tall, long hair, big eyes with high heels?
In February, Mattel, the barbie seller, launched two separate barbie dolls - one in a wheelchair and the other with prosthetic limbs.
On March 9, 1959, Mattel produced its first Barbie doll, which became a doll to accompany the children's growth, and the grown-ups were keen to collect it. With the rise of Barbie dolls, people began to attack Barbie unrealistic body proportions, exaggerated body ratio not only affects society's stereotype of beauty, but also causes children to imitate the trend, and even the word "Barbie syndrome" to describe those who target the appearance of "Barbie" to transform.
As an influential furniture company, Mattel began to change the appearance of Barbie dolls, and through the diversity of appearance, closer to the actual situation, but also to encourage every child to embrace the real self.
Mattel wrote on its website: "Barbie is committed to encouraging every girl by modeling past and present women. (Barbie is is committed to shining a light on the powering role models past present and in an effort to inspire more girls.)
And how did Mattel pour the spirit of D.I. into Barbie dolls, which led to the transformation of the brand image?
Embrace every state of the body, is true.
With a 16-inch waist, twice the size of the average head circumference, Barbie's size ratio has been a problem - women's bodies are not only "slim" to be called perfect. In 2016, Mattel launched a range of body-like Barbie dolls in at least three different shapes: tall, short, waist-thick, and features of different ethnic groups, such as dark skin, dan phoenix eyes and even narrowed thigh slits.
Richard Gottlieb of Global Toy Experts, a global toy industry expert, says diversity of skin tones and sizes will allow revenue to grow, and parents want their children to see toys that reflect reality. According to USA Today, Mattel's sales rose 9 percent in the fourth quarter of 2017 as it launched a variety of Barbie dolls after a drop in sales.
Kim Culmon, Barbie's lead designer, says there are plans to launch transgender Barbie dolls in the future: "We're trying to look at the possibilities, and we're going to keep moving forward, not backwards." 」
You can do any profession, gender is not a limit.
In addition to the physical changes, Mattel has introduced Barbie dolls for a variety of professions. In 1963, Barbie wore a suit and skirt, and in an era of few female executives, she became a senior executive for the first time. In 1964, Barbie became the first American woman to fly into outer space. Then there are hip-hop singers, presidential candidates, baseball players, and basketball players.
Photo .. . Barbie . .
These changes in clothing symbolize that girls' imaginations for the future are no longer limited to traditional social impressions, that career is not about gender, but about ability, and that nothing can be done as long as you dare to dream. Women can be seen in all walks of life, giving girls the courage to break through social constraints,
Girl, you have an infinite future.
In response to Women's Day in 2019, Mattel launched the "Inspiring Women" series Barbie, honoring 20 women who have performed well in science, culture and sports, and making them Barbie dolls.
Photo .. . Barbie . .
Mattel said on its website that the survey showed that 86 percent of mothers care about who their daughters will be, so Mattel used the 20 Barbies to encourage girls to be themselves and work hard for what they love.
The presence of female role models is particularly important in order to break through social constraints, and Inspiring Women also includes representatives of the great achievements of aviation and art, namely, the 20th-century feminist painter Flida Caro, the key figure behind NASA's moon landing program - physics, mathematician Kathleen Johnson, and the first female pilot to fly solo across the Atlantic Ocean, Amelia Earhart.
"The unrestricted imagination is just the beginning, and girls can make a difference!" 」
IMAGINING SHE CAN BE ANYTHING IS JUST THE START. ACTUALLY SEEING IT SHE CAN CAN MAKE ALL THE DIFFERENCE.
Barbie's transformation, in fact, reflects the generational society's imagination of women, out of narrow, towards freedom and equality, each time the new, are a symbol of women's liberation. The existence of toys, not just entertainment, Mattel's change, is the actual introduction of the concept of multi-integration (D and I) products, affecting the whole world.