by Diarmuid Bailey
Many people would consider dolls to have only played a minor role in their childhood, whilst not considering the significant influence they can have during our formative years. From Barbie to Action Man, these figures, however big or small in size, have provided a substantial insight into society and the culture that existed at the time of their creation. This has been achieved through subtle changes to the marketing or the product itself, reflecting the way that people think and aligning with the continual developments in perspectives of our children into the way they see life and their overall acceptance, much like modern social media influencers.
An influencer is defined as someone who has the power to affect the decisions of others because of their authority, knowledge, position, or relationship with their audience. Now can such an interpretation be applied to toys, specifically dolls? The power to influence comes from the companies with presence and thus respected voices, such as Mattel.. Much as celebrities use social media today, and Barbie now, dolls provided an outlet for companies to voice their influence to the people who bought their products. Not as much through the advertisement of their toys, but in the products themselves and the imaginative play that they inspired.
Barbara Millicent Roberts:
Barbara Millicent Roberts was the inspiration behind the well known Mattel figurehead doll Barbie. Released on March 9th 1959, Barbie, being the first mass produced toy doll in the US, sold over 350,000 figures in the first year alone and since that year over one billion dolls have been sold across the world. The original Barbies were based on an original ‘racy gag gift’ from Germany seen by designer Charlotte Johnson. The product initially caused much controversy for providing unreasonable body expectations for women, and also encouraging mass consumerism through the never-ending supply of designer outfits, cars and “Dream houses” creating materialistic children.
Whilst these criticisms still ring true to some, the positive effect that many women saw in the Barbie brand was the introduction to the mainstream of an alternative to traditional 1950s gender roles. As a doll she had a series of different jobs; from airline stewardess, doctor, pilot and astronaut to Olympic athlete and also US president, these provided a portal into the up and coming contemporary principles of women having a greater influence on society - a dramatic social and cultural event of the time. Moving into the 21st century, there are now Barbie dolls addressing issues surrounding race and disability. With the release of “Brooklyn Barbie” in 2021, as Mattel confronted issues of race, prominent at the time, showing their intent to stay ‘up to date’, as the New York times reported. Similarly, in August of 2022, Mattel introduced a greater range of diverse dolls with the launch of a hearing impaired Barbie, an amputee Barbie and a Barbie in a wheelchair, which emphasised/furthered its commitments to inclusivity. The production of these dolls was labelled ‘A step in the right direction’ by many people in these communities, and whilst there is still more to be done by Mattel, as with many other brands, the influence that they hold is still clearly valued by many, as evidenced by the continual popularity of Barbie’s adaptations and evolutions. For example, in the 21st century Mattel has developed their production of Barbie into the internet age, keeping up with a more modern idea of an ‘influencer’, through the use of tools such as social media, Youtube and films, with the idea of appealing to a wider audience of adults and children. The power that Mattel still holds in the industry is evident from the fiscal emphasis they place on their desire for a more modern Barbie and a more diverse idea of the society in which we live. Whilst the concept of Barbie remains fundamentally the same, the way she is portrayed has developed, in line with societal change, reflecting and influencing the way children view their world and to remind those who grew up with Barbie the residual impact she has had on their lives.
Barbie, as herself, is still a doll founded in the 1950’s, however with a more diverse image leading to a more diverse following, she has been able to evolve, and Mattel has adapted to face the modern world in which Barbie the brand is now present. Now, does this mean that Barbie is an influencer? Over the years, there will have been many young people who have wanted the ‘Barbie’ lifestyle and image. So yes, in that way she has been and maybe still is an influencer. And with the recognition by Mattel that the world is a diverse place, perhaps the dream to be like Barbie is more realistic in the modern world than it has ever been before..
Bibliography:
https://www.history.com/this-day-in-history/barbie-makes-her-debut
https://en.wikipedia.org/wiki/Barbie#History
https://www.vogue.co.uk/gallery/barbies-careers-and-jobs
https://en.wikipedia.org/wiki/List_of_Barbie%27s_friends_and_family
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