The push for diverse representation has challenged companies to break outside of the traditional ideals of beauty and move toward a more inclusive and intersectional future. In a time when we are seeing more diversity of people through films, toys and more, companies are recognizing the importance of representation. However, the film became a big hit, grossing more than $238 million in worldwide box offices. “There are people who have a dated view of the brand,” McKnight says, adding: “Ultimately, we're trying to get society to focus not so much on what Barbie is, but what she inspires.Before the film Crazy Rich Asians (2018), some people didn’t believe a movie with an all-Asian main cast would succeed on the big screen. “We feel very fortunate to be the current stewards of a brand that has stood the test of time and has resonance with three generations of girls.” However, the global head of Barbie recognises there is still more work to be done. “Barbie is a celebrated global cultural icon and we honour that,” McKnight explains. Meanwhile, landmarks around the world – including New York's Empire State Building in New York, Toronto's CN Tower and Tokyo's Skytree-will be lit up in Barbie's iconic pink to celebrate the doll's 60th anniversary on 9 March. Earlier this year, it was announced that Margot Robbie will be starring as Barbie in a new Warner Bros movie, reinforcing the image of the original blonde and blue-eyed doll. Indeed, the tension between Barbie's legacy-and her status as a blonde bombshell in popular culture – and the brand's desire to promote gender equality and diversity, is proving to be an on-going challenge for Mattel. The brand also launched the Dream Gap Project in 2018, a global initiative to raise awareness around factors that stop girls reaching their full potential, following research that suggested they are less likely to consider their gender to be smart from as young as five. Barbie's 60th anniversary will see the release of 20 new role model dolls from 18 countries around the world, including US actress Yara Shahidi, British model Adwoa Aboah, Greek NASA scientist Eleni Antoniadou and Chinese photographer Chen Man. This includes Barbie role model dolls, which in the past have included the likes of artist Frida Kahlo, plus-size model Ashley Graham, ballerina Misty Copeland and film director Ava DuVernay. “We're staying relevant by staying true to our original purpose, which was the vision of our creator Ruth Handler to ‘inspire the limitless potential in every girl',” McKnight explains. Mattel's drive to ensure the Barbie range is, and stays, the most diverse on the market is part of the brand's desire to honour its founder's aim. “Beyond having a team that includes people of many ethnicities, we also have outside partners that work with us on the execution of the dolls.” “We spend a lot of time in consultation and research,” she explains. From a design perspective, Culmone is also keen to emphasise the work that has been going on behind the scenes to ensure they get the new Barbies right. “ indicated this is what we want we want dolls that reflect us.”Īccording to Fulp, the authenticity of the new dolls has been key to their success. “The customer prevailed,” Carol Fulp, author of Success Through Diversity and CEO of The Partnership, Inc, remarks. Ultimately, the changes to the Barbie line were made because it was good for business. “ really validates the strategy to evolve the brand and create more inclusivity and diversity in the product offering,” Lisa McKnight, global head and senior vice president of Barbie, says. Now, over half of Barbie's dolls sold are not from its original range, while Barbie reported in February its highest sales in five years. The impact was immediate, with Barbie's sales figures going up by 7 per cent to $972million following the overhaul, and the top-selling toy in the range that year being a curvy Latina doll.
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