January 22, 2021

Barbie blows the candles and enters the 60s with female empowerment as a goal

Barbie blows the candles and enters the 60s with female empowerment as a goal


Mattel has started this week the celebrations to commemorate the 60 years of Barbie, the number one doll in the United States and from which they are sold every year 58 million units one worldwide. That is, every minute they sell 100 Barbie dolls and every two minutes a house of Barbie since it was launched in 1962. Since the company have put in value their commitment to women's empowerment, through initiatives such as the campaign "Imagine the possibilities »Or the« Dream Gap Project ».

Barbie was born on March 9, 1959, from the hand of Ruth Handler who presented it at the New York Toy Fair with the purpose of reinventing the game, offering an important variety of options and worlds. An idea that came from seeing her son playing imagining being a pilot, a cowboy an astronaut while his daughter Barbara only played with baby dolls to be a mom or nurse. From Mattel have stressed that Handler created Barbie "because his desire was that girls, future women, could choose ». In and of itself Handler summed up the nature of Barbie in that "has always represented the capacity of choice of women."

From Mattel have defended that Barbie has been evolving and breaking stereotypes to show the new realities. As an example, sources from the manufacturer have remembered the appearance of Chistie, one of the first African-American dolls. In this line, they have pointed out that in 2015 and 2017 the brand launched new body archetypes and that more than 200 different professions have already been represented. Among other milestones, Barbie traveled to space in 1965, four years before Neil Armstrong or became an elegant CEO (CEO) in the eighties. Other professions already exercised by Barbie have been a video game developer or robotics engineer.

In the opinion of Lisa McKnight, General Manager and Senior Vice President of Barbie, "has been a pioneer since its inception and has already played more than 200 professionals: has been a candidate for the presidency of the United States six times, and even traveled to the moon before by Neil Armstronb ». For McKnight, «Barbie continues to evolve to be a current model and of reference for all ages ». In this sense, the high executive has set as an example the efforts for the empowerment of girls as the "Dream Gap Project" launched last year and that seeks girls to gain security for what Mattel is focusing on lines of professions that inspire the smallest ones or resort to real examples.

Also following its program "Sheroes" launched in 2015, Barbie has reported that this year will honor «To more than 20 heterogeneous feminine references and inspirers who have marked a before and after, known as Role Models ». In addition to continuing with the presentation of inspirational projects within their educational program "I can be" junot to well-known sports personalities such as the pilot Laia Sanz The objective has ensured from the company is "to value the role of women who have made history in key areas such as culture, science, politics or sports." What will continue during the second part of the year.

Similarly, Barbie also celebrates its 60th anniversary with special collections such as «Barbie 60th Anniversary Professions » that pays tribute to activities such as politics, the extinction of fires or journalism. There are also collaborations with the world of fashion.


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