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This chapter examines the process by which Mattel constructed and then deconstructed the racial identity of its most popular toy, the Barbie doll. Inspired by a 1950s German sex toy, Barbie has evolved from a controversial representation of White American femininity to an eponymous brand that embraces inclusivity and diversity. Through a qualitative analysis of Mattel’s archival and contemporary marketing materials as well as a survey of responses from feminists and women of color, the author demonstrates how the Civil Rights and Women’s movement contributed to the development of Black, Latino, and Asian Barbies as well as those identifying as LGBTQ and the disabled. The chapter also questions whether the iconic representation of Barbie as a tall, blue-eyed blonde challenges and subverts this emerging pluralistic narrative. By highlighting the existence of competing narratives, the author hopes to encourage further reflection on the inconsistencies and contradictions that may undermine the success of multicultural marketing.

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Barbie’s Evolution from Aryan Ideal to Diversity Advocate: A Study of How Eurocentric Bias Remain Challenges in Branding and Transmedia Marketing

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  • 发表日期：

    2025年

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  • Jennifer Tang

摘要

This chapter examines the process by which Mattel constructed and then deconstructed the racial identity of its most popular toy, the Barbie doll. Inspired by a 1950s German sex toy, Barbie has evolved from a controversial representation of White American femininity to an eponymous brand that embraces inclusivity and diversity. Through a qualitative analysis of Mattel’s archival and contemporary marketing materials as well as a survey of responses from feminists and women of color, the author demonstrates how the Civil Rights and Women’s movement contributed to the development of Black, Latino, and Asian Barbies as well as those identifying as LGBTQ and the disabled. The chapter also questions whether the iconic representation of Barbie as a tall, blue-eyed blonde challenges and subverts this emerging pluralistic narrative. By highlighting the existence of competing narratives, the author hopes to encourage further reflection on the inconsistencies and contradictions that may undermine the success of multicultural marketing.