Girls walking down aisles in the toy store may soon find themselves staring at Barbie dolls that look more like them.
In March, Mattel will release a new diverse line of dolls, featuring new body types and looks.
In addition to the original Barbie, which has been around for 57 years, petite, tall and curvy dolls will soon be hitting the shelves. The line will also feature seven skin tones, 24 eye colors and 22 hair styles.
“That’s to help girls find, no matter what their body type, that they can find a Barbie that looks like her, presumably,” counselor education professor Laura Choate said. “They are exposed to a more diverse body ideal than just one. In that regard, it’s positive that Mattel has decided to do this.”
In the past, Barbie has been a source of body image issues for girls, Choate said, which is part of the reason the new line of dolls is getting media attention.
“Barbie has become the symbol of body image anxiety of our culture, and because Mattel has chosen to take the stand, people have chosen to take attention,” Choate said.
Two years ago, Mattel launched its #Unapologetic campaign in response to criticism of the doll’s unrealistic body standards, saying that Barbie was proud of who she is and would not be changing.
However, due to dropping sales, Mattel is planning to release the new line of diverse Barbies in an attempt to stay relevant in today’s culture, said associate professor at Pennington Biomedical Research Center Tiffany Stewart.
“Culture is kind of pushing us in this direction,” Stewart said. “Here we have an environment that’s pressing diversity, pressing acceptance.”
Mattel is not the trailblazer in diversifying its dolls, but the company has the reach and funding to make it successful, Stewart said, which may prompt other doll companies to follow suit.
Coastal environmental science freshman Alyson Lessard, who played with Barbie dolls growing up, said she thinks diversifying Barbie’s look is an interesting move.
“It’s a bold move,” Lessard said. “I think girls are going to want to buy a Barbie that looks like them. I would buy a Barbie that would look like me.”
While Mattel can be praised for finally diversifying Barbie, the effort is still not enough, Choate said.
“I think it’s a positive move on behalf of Mattel but it doesn’t go far enough,” Choate said. “They’re still selling original Barbie. All the dolls are still sexualized, and they look perfect. I still don’t think they’re healthy standards for girls.”