As a public relations professional, I spend a significant amount of time getting to know my clients’ target audiences. Ensuring the content I create addresses interests of the various demographics takes focus, commitment and continuous research. I’ve spent so much time doing rather than experiencing that I stopped in my tracks when I heard about Mattel’s new Barbie dolls.
Available in a wider range of skin tones, body types and careers, the new Barbie dolls are indicative of a cultural shift: An increasing number of people are interested in a diverse representation of women and girls. Studies like CNN’s doll study have showcased the debilitating psychological effects of limited media representations on children. It’s important that dolls that represent adults (rather than babydolls or child-like dolls) are consistent with how children who play with them might look when they reach adulthood. Mattel, one of the world’s highest-grossing and most influential toy brands, has finally implemented change in its Barbie product line to combat limited cultural representation. Key to this branding change is the implementation of the hashtag of its #YouCanBeAnything campaign. Focused on young girls, the campaign showcases real girls’ reactions to limited representations of themselves and how they feel when they are allowed to break free from imposed gender roles as they relate to careers.
I’m looking forward to what Mattel has in store for this campaign. The current Twitter account, @Barbie, already encourages parents to ask their kids what they think their strengths and interests are, within the context of Barbie’s new careers. While this is a good start, Mattel could and should take it a step further, using the channel to encourage discussion with children about their body types and what they feel is expected of them. The result would be a larger conversation with parents on the developmental health for their target audience: children.
Mattel has taken a major step toward progress in media representation, one that is reflective of society’s current values while simultaneously setting the stage for a more inclusive future.
Explore the new dolls and the #YouCanBeAnything campaign here.