"In every second of every day, two Barbie dolls are sold somewhere in the world"(Riddick 1). For me, I find this statement very easy to believe as I walk down numerous department store aisles and read through books devoted to Barbie. Despite her rocky beginning, she has won the hearts of millions all over the world. Throughout her history, Barbie has reflected American middle-class society with its many changes, and she has taught girls that they can be anything.
Before there was Barbie, there was Bild Lilli. Lilli was created in Germany as a sex toy or gag gift for men. Ruth Handler, wife of Elliot Handler the co-founder of the Mattel Corporation, had an idea of making a "3-dimensional paper doll" for children after watching her children play with paper dolls. During a visit to Germany, Handler discovered the Bild Lilli doll in a store. Unaware of its intended purpose, she bought one and brought it home to be copied by Mattel toy makers. Their final product was Barbie (or Barbara Millicent Roberts), named after Handler's daughter, Barbara.
At Barbie's debut at the American Toy Fair in 1959, it was questionable if the public was ready for a child's doll with a woman's figure - and a very voluptuous one at that. Some saw her figure and her black and white swimsuit as too "scary, sleazy, and spell-binding". These were the feelings of my grandmother when I asked her why my mother and aunt never had Barbie. "I thought they were too sexy and I didn't want my girls to think that they had to be like her" (Strasburg). Yet others admired Barbie and thought of her as the future in dolls. She was innovative - much more exciting than those bulky plastic baby dolls of the time. Her hair was styleable, her clothes changeable, and her persona created entirely by the owner. She was an independent adult woman, who didn't need to be fed or have her diapers changed. She was excitement embodied in plastic.
Fashion has always been a big deal with Barbie. Barb's earliest fashions reflected the quote made by West, "the doll sells the clothes and the clothes sell the doll"(Riddick 1). Ruth Handler wanted to "create a stunning wardrobe from which each child could choose an outfit to create her own personality for Barbie". These first fashions were a reflection of the initial target market of middle-class America. For women like my grandmother who saw Barbie as too sexy, Handler's advertising ideas revolved around convincing them that Barbie would make their girls into "a poised little lady". When Handler first met with Barbie's designer, Charlotte Johnson, she knew she definitely wanted a bridal gown, tennis shoes, ballerina outfit, and something for the football game. These designs, however, were merely the beginning.
Despite everything that Barbie had, the public still wanted more. With strong opposition from Mattel for the fact that male dolls don't usually do well on the market, Barbie's "handsome steady", Ken, was introduced in 1961. Ken was an important addition to Barbie as a refection of the majority of society's attitudes. The couple had matching outfits for parties, picnics, movies, and the beach. Barbie represented the alternative, a life before marriage, but still upholding the traditional American values and adding a little glamour (of course). The things that Ken and Barbie did together also helped children understand relationships and manners.
However, there were still those who disagreed with this theory. They accused Barbie of being an "anti-feminist who was a victim of American society"(3). They saw the introduction of Ken as an "indication that women couldn't stand on their own and had to be constantly supported by men"(3). These critics failed to see that Ken was only an accessory. Even if she didn't reflect a true women's rights activist in the '60's, she was a reflection of women's roles in society at the time.
By the mid 1960's, Barbie had acquired some new friends and a newer look. She tossed the pearls and got a pair of bright dangling earrings, and traded the prom dress for a mini-skirt to show off her new bendable legs. Along with her was cousin Francie, Twiggy (modeled after the British super model), and Ken returned with a new face and haircut. Barbie's friends enabled her to wear more fad-like clothes. "She was jazzy, cool, even 'zingy',"(Riddick 1). Parents began to accept her more as they found her a safety net against things such as drugs and protests because of her portrayal of the "ideal modern teen".
In 1967, Mattel decided to jump racial barriers by introducing a black version of Francie. However, the white Francie was well established with her own personality, and society couldn't automatically associate her character with a black doll. White parents weren't ready to integrate their child's playroom, and black parents didn't associate Francie's characteristics with their own. Because of low sales the doll was discontinued soon after. In 1968, Christie, a friend of Barbie who was black and had her own personality, replaced Francie. Christie fared quite well on the market. By this, it became apparent that she, and the black revolution were not a mere fad.
In the 1970's, Mattel again looked for a new direction to take Barbie. Before now, her gaze had been averted to one side. With the influence of women's rights, she needed to assert herself and get rid of her submissive gaze. So in 1971 Barbie's eyes began to look straight ahead. Despite the hopes of also portraying women's new freedom in "Live-Action Barbie" who, according to her designer Billy Boy, was " the most pose able Barbie ever made"(Riddick, 1), her life was short-lived and she was discontinued after a year.
Following the Handlers indictment in 1974 by a federal grand jury for securities fraud, and expulsion from the company, Barbie's face saw yet more changes. In 1975 Mattel decided she should show a friendly smile. The company also spent 2 million dollars to incorporate her into the Olympics. This was a smart marketing move to try to show her as an international star. Through this, the country could see Barbie's stability and flexibility in unstable times.
In 1976, she was given a place in "America's Time Capsule" at the nation's bicentennial celebration. Barbie was officially given a place in America's history, and remained an icon of America despite many troubles. Around this time, Mattel's looks reflected the many stars of the times. Ken's face was reminiscent of Robert Redford and Barbie resembled "Charlie's Angels" star Farah Fawcett. She was still the poised little lady that girls admired.
By 1977 her "golden smile became permanent" (Westenhouser, 25). Since she could move around, Mattel focused on a "sun, sand, and surf" design to portray a relaxed and carefree Barbie.
With the coming of the 1980's came another revolution for Barbie. "Astronaut Barbie" and "Doctor Barbie" were showing that she was "not just the stewardess but now the pilot"(Riddick, 1). Now it was becoming necessary in many families for women to work, and single women also wanted to be recognized; they demanded equality. In 1985, the "Day to Night" Barbie was a mirror of the yuppie lifestyle. She came with a suit and office supplies for day, and an evening gown for a night on the town. As Newsweek magazine states, Mattel wanted to "make Barbie a woman of substance... and hoped that this professionalism might improve their status with feminists"(1).
The 80's also brought the widely popular "Dolls of the World" collection. Through the changing of some face molds, dolls like "Oriental", "Hispanic", and "Italian" Barbie was made. These dolls didn't require a separate personality like the Christie doll to be successful, but could be the same face mold with only a different costume and skin color. The increase in doll sales made it apparent that the nation was accepting equality of races and nationalities.
In 1992, "Teen Talk" Barbie was re-introduced after 20 years. At its introduction, many feminists were outraged at one of the recordings when it said, "math class is tough" (which I can personally identify with). From Mattel's view, this didn't mean Barbie couldn't do math but to some it said what "she was supposed to say, probably under pressure...[from] Mattel"(3). Of course, this line was taken off the recording.
An important creation for Barbie and the girls that admired her was the "My Size Barbie" in the earlier 1990's. The doll is three feet tall and designed so that girls can wear her costumes and Barbie can wear the child's clothes. Now young girls could truly be whatever they wanted through Barbie, as well as acquiring a new imaginary friend to relate with.
Barbie dolls in the 90's continue to follow the patterns of her history. However, she is attempting to broaden her role with the continuation of the "Dolls of the World", the new collector editions, and special edition Barbie's that appeal to mostly older girls and women. Barbie has also recently acquired a new friend, Becky, who is handicapped and comes complete with a pink wheelchair. As Adrienne Barnwell PhD stated in an interview for channel 5 news, "...Becky demystifies disabilities for kids...owners with disabilities will make it so Becky has their same disability". I wouldn't be surprised if this doll does extremely well. Becky so personally intrigued me that I bought one for myself. My Becky is the "School Photographer" and comes complete with camera, backpack, and the wheelchair, of course (only this time it is red). This doll is great for young girls since it illustrates that handicapped people can still be contributing members to society.
Since the 1960's, we have seen Barbie in the most current fads, as Mattel states, "from country and rap-music inspired fashions to active wear and retro looks"(4). As Mattel continues to re-invent styles, Barbie will continue to emulate modern society and be a "wholesome" role model for girls while remaining a "poised little lady". As Barbie enters the new millennium it is my hope that she, in the words of Spock, "live long and prosper".
1.Lord, M.G. Forever Barbie, New York: William Morrow Company Inc. 1994
2.Riddick, Kristin. "Barbie". http//wsrv.clas.virginia.edu/~tsawer/barbie/barb.html
3.Strasburg, Celia. Personal Interview, May 24,1997
4.Westenhouser, Kitturah B. The Story of Barbie, Paducah, Collector Books: 1994