The Barbie doll is changing. No, she has not gained weight, but she is turning this stereotype of a plastic girl that she is used to, she wants to become a woman professional and independent. In your new ad “Imagine the possibilities” (imagine the possibilities) Some girls appear aspiring to be more than a fashion icon, they want to be a teacher, veterinarian, business woman and even coach of a football team.
Everything Barbie does unleashes controversy, and of course, this has not been the exception, but this time because break with what he was doing in recent years. We invite you to watch the video below and we explain why we like your new ad.
The campaign video was presented on October 8 and already has almost 10 million views, and as expected thousands of comments for and against.
The most critical think that "it offers a false illusion" and rediscover the unrealistic body image it represents. Some people think that "if Barbie were made reflecting natural curves and a more realistic healthy silhouette, the announcement would be perfect."
For his part, Aurora Sherman, associate professor of psychology at the University of Oregon, United States, admits that the ad is “fun, colorful and very attractive, I think that these ads where girls who want to fulfill their professional dream are seen are a good bet".
Some go further and think that it is Barbie's first success in his 59 years of life.
Too late to react?
At first glance it doesn't look like a Barbie spot. In fact, you can not imagine what it is is a doll announcement until the end comes, when you see a girl in her room playing with a group of Barbies (which by the way, are not all blonde or wear heels).
This radical turn is not casual. Mattel, the brand behind Barbie, underwent a total restructuring due to a drop in their numbers as of 2011. Only in 2014, 14%. The Disney toy line, specifically Frozen Elsa, has surpassed the iconic Barbie in sales. They had to react, although hopefully it isn't too late to start looking at Barbie with different eyes.
Why I like the new Barbie ad
For starters, because it inspires girls to "be what you want to be" in the professional world, an image that Barbie didn't usually convey in her ads.
Although I think I remember that the profession is nothing new, perhaps the problem was in the image that was sold of the dolls. Studies have been conducted that suggest that no matter how much the Barbie dresses as a scientist or astronaut, girls do not see a professional in her, but a perfect woman.
I don't like Barbie's body image, it doesn't seem realistic, and I'd like it to change. But beyond that, hopefully the next step of the brand, the strategy of change is very positive. In the end, what it is about is that They are toys, they are tools for children's imagination. And that girls imagine occupying places of power, being teachers, veterinarians, trainers or entrepreneurs, is interesting.
Hopefully, this change in strategy will help us to start seeing Barbie as a more realistic doll, even if her measurements still don't.
