She's "unapologetic." After years of scrutiny for hindering young girls' self-esteem about everything from body image to career capabilities, Mattel is defending Barbie's figure--next to such bombshells as Christie Brinkley and Brooklyn Decker of course. That's right, Barbie is gracing the pages of the coveted Sports Illustrated Swimsuit Edition all in the name of "owning your image/body/self." Read the full news story here.
Mattel Senior Vice President of Marketing for North America Lisa McKnight told the NYTimes, “We’re focusing on the legendary women of Sports Illustrated who, like Barbie, launched their careers in a swimsuit." McKnight also included that Barbie has had over 150 additional "careers."
Now, I had a TON of Barbies growing up: skateboarders, veterinarians, equestrians, etc. I'm not sure if it was just my personality that chose the Barbie or if I was empowered by Barbie or if I was limited in choice because of Barbie. It was play to me at the time. To be honest, I think it always was "play." It was more about what I personally made the Barbies do rather than what their packaging suggested.
However, when you use it in grown up terms, the whole "Barbie" thing takes on several new meanings. "She's like a Barbie doll" is both endearing and a little demeaning. Typically we use it in a way to compliment a "perfect physique." On the other hand, we use it as a way to say, that girl is dumb...plastic...fake...phony.
Do we dig and find terms or is it hard for us to face things we have subconsciously internalized?
Barbie does have a ridiculous body. I mean c'mon, her feet are only made for heels. She's all like blonde and loves like pink stuff. There's obviously connections to standardized beauty in the original model.
That's why I'm shocked Mattel is choosing now, a time where such companies like Dove are redefining "selfies" (see this beautiful story here) as a means of redefining beauty, to be unapologetic. The idea is bold and brave. Everyone should be "unapologetic" for how they look.
However, it's a concept and idea that teens would have more so than pre-teens. Your demographic is young girls....who should have NO idea what SI's Swimsuit Edition is. So, why choose SI to be empowering? It just doesn't make sense. Like other reporter's and columnists have said, it sounds like a petulant "sorry not sorry" rather than a mature stand.
I love the idea of being "unapologetic" and bold for the right audience, using the right medium. But, really Mattel? Not the time or place.
What do you think about Mattel's new unapologetic stance?