"My Scene" Barbies

Paper Summary:

The paper discusses Mattel Corporation's significant flexibility over the years to meet market demand, notably with the introduction of "My Scene" Barbies that were designed to be more reflective of diversity and true body shape. The paper considers the contentions of many that these dolls have inappropriate dress, an inappropriate figure and are only a superficial representation of multiculturalism. The paper illustrates how the brand will continue to be a source of popular controversy, despite these attempts to be inclusive with culture and body image realism.

From the Paper:

"Mattel Corporation has been the owner of the Barbie brand and exclusive marketer of said brand for its entire existence, and in fact the original Barbie creator was also the creator of the Mattel corporation. The Barbie brand has gone through only a limited number of changes over the many years, but recently the Mattel company has introduced a new line of Barbie dolls and accessories that are said to be more modern reflections of the doll. The new Barbie dolls are known as "My Scene" Barbies, and they are marketed toward tween girls (girls ages 7-12) and anyone who has an interest in obtaining dolls that are more reflective of diversity."

Sample of Sources Used:

• Ducille, A. (1994). Dyes and Dolls: Multicultural Barbie and the Merchandising of Difference. Differences, 6(1), 46-68.
• Furnham, A. (2001). Barbie Culture. Archives of Sexual Behavior, 30(5), 562.
• Goldberg, J. (2007, January 29). Bad Scene. National Review, 59, 8.
• "Jewel Girl Barbie Doll Provides First Peek At Barbie Millennium Makeover" Mattel Press Release September 2000 http://www.shareholder.com/mattel/news/20000913-43329.cfm
• Mattel Interactive Company History http://www.mattel.com/about_us/history/default.asp?f=true

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