Big Shake Up In the Princess World

Mulan: Hasbro on the left and Mattel on the right.

Mulan: Hasbro on the left and Mattel on the right.

A big shake up in the world of twelve inch princesses – the license for the Disney dolls has shifted from one toy giant to another. What does this mean for the toy industry, but more importantly, what does this mean for your child and the marketing coming our way?

Via Bloomberg, “Hasbro’s researchers talked to thousands of girls at the company’s Pawtucket headquarters, as well as in Hong Kong, London, and Los Angeles, and found that girls thought about princesses in much the same way that boys viewed superheroes. Sometimes they liked a character because of her dress; other times they focused on her abilities, such as archery and sword fighting (Merida, from Brave) or the ability to conjure ice and snow (Elsa). “Sometimes they want a prince, sometimes there is no need for a prince,” says Frascotti. Disney didn’t have to reimagine the princesses, it turned out. Girls had already done it themselves. The dolls had just never been marketed like that.
 
You don’t say.
 
Disney wants more empowered heroines. Can princesses pull that off? Well, Andrea Hopelain is VP for global brand strategy at Hasbro, who now holds the coveted princess doll license, is quoted in the piece saying “We can reintroduce Mulan. We can play up that Tiana is a great cook.”
 
Tiana was a great cook. But in 2016, parents – and their girls – are looking for toy companies to play up that Tiana was a savvy female entrepreneur who went after her dream and became a dedicated business owner. Her business happens to be cooking.
There is a difference, and that difference is a very important one when we’re talking about empowerment and little girls.
 

Melissa headshot 1 fb sizeMelissa Atkins Wardy is a speaker, media consultant, and the author of Redefining Girly: How Parents Can Fight the Stereotyping and Sexualizing of Girlhood, from Birth to Tween. She is the creator and owner of Pigtail Pals & Ballcap Buddies, a company that has been offering empowering apparel and gifts to Full of Awesome kids since 2009 www.pigtailpals.com.

Find her at www.melissaatkinswardy.com. You can connect with her on Facebook (Pigtail Pals Ballcap Buddies) and Twitter (@PigtailPals) and Pinterest (Pigtail Pals & Ballcap Buddies). 

Knees Up Like Unicorns: Free Play, Girls, and Barbie

{Disclosure: This post contains sponsored content from Barbie (TM) }

Gwyneth likes to discuss the human brain. And high school for dogs.

Gwyneth likes to discuss the human brain. And high school for dogs.

What happens inside that magical, precious space of free play? That layer of minutes when a boy or girl exists suspended between toys of the real world and a universe of their creating.

Can you recall what that felt like? Are you still able to picture who you were?

Do you remember sitting on the floor of your room imagining a world in which your stories ruled?

Do you remember when asked to clean up your toys the idea of untangling your pretend world from the real one would bring an audible gasp from your lips?

The power of free play is that a child’s imagination becomes the vehicle that can take her anywhere and craft her into anyone. It is a force that transforms us into anything…….

A neuroscience professor, who explains why a dog’s brain is not as developed as a human brain. (You guys. Because there is no high school for dogs.)

A veterinarian whose standard feline wellness exam comes with the question, “Can your cat fly?”

A soccer coach who encourages her team during drills to get their “Knees up! Like a unicorn!”

A museum tour guide who introduces guests to a one-year-old Triceratops named Peter. Sally, the T-Rex, is one thousand, two million, two hundred and fifty two years old.

A businesswoman who recently closed a deal in New York. And Transylvania.

Barbie asked, “What happens when girls are free to imagine they can be anything?”

Are you watching who your daughter becomes when she plays? Are you listening to the confidence and conviction in her voice when she lives out these roles? Are you amazed by her unshakable knowledge she can become anything?

Too often people underestimate girls when they play with their dolls. Is it all homemakers, fashion shows, and weddings? I asked some of my PPBB Parents what they have observed while watching their children play with their toys and Barbies, and who their children became during free play:

– Laurie said that thirty years ago when her daughters played with their Barbies they saw the dolls as professionals, like a pediatrician, dentist, ophthalmologist, or teacher. 

– Stephanie, who is fighting Breast Cancer right now with chemo (and fighting like a champ!), said her daughter has a bald Ella doll from Mattel that she treasures. “Sometimes they are kids from school, sometime they are moms, dads and kids and sometimes they are heroes. They are just a platform to show her creativity.”

– Fatima said her nieces love to pretend to produce and host television talk shows. They would also produce and star in movies. “One of their ‘movies’ had the Barbies go camping in the garden and their pet tortoise was a giant from another land. They even used the night mode on the camera to give special effects to their movies.” Fatima also wanted to point this out – “This was in Pakistan by the way, showing that Barbie truly is loved the world over.”

– Jessica shared that her daughter doesn’t play with Barbie often, but when she plays with them at her grandmother’s home, “[T]hey tend to be in grave danger. Last time, they were in a car accident in the middle of nowhere, and the friends had to work together to survive the crisis and save their injured companion.”

– Erin told me her young daughter (who just became a big sister of twins) “makes hers into superheroes a lot. She loves saving the day. She does a lot of taking them on horseback rides and interacting with other imaginary animals. Playing doctor and pretending they are her patients. After the twins were born, they turned into surgeons and delivered a lot of babies. She and my husband like to pose the dolls and play around with stop motion movies.”

– Sarah said her children enjoy all types of dolls, and when they play they “have a pair of shoes that makes them fly, and they take turns wearing them. They do a lot of shouty rescuing of one another. Often waterfalls are involved, and swimming very intensely.”

– Nicole from Australia said that when her daughter played with Barbies “she would make up rescue scenarios. Like for example, fire fighter barbie would have to go in a space ship with astronaut barbie and fly to a planet to collect some secret ingredient then fly back to earth and use that ingredient to rescue Merida and the other barbies from whatever peril they were in… house fire, earthquake, wild animal attack etc.”

– Jennifer from Canada said her daughter’s Barbies “are usually battling zombies or dinosaurs. They’re kinda badass that way.”

– Diana and Emily both said their children “recreate school relationships in a pretend grown up world.”

For over 56 years, Barbie has inspired imaginations and encouraged girls on their journey to self-discovery. From Mermaid to Movie Star, Pet Vet to Police Officer, Fashionista to Fairy Princess, Barbie continues to celebrate the belief that You Can Be Anything

 

{Disclosure: This post contains sponsored content from Barbie (TM) }

 

Melissa headshot 1 fb sizeMelissa Atkins Wardy is a speaker, media consultant, and the author of Redefining Girly: How Parents Can Fight the Stereotyping and Sexualizing of Girlhood, from Birth to Tween. She is the creator and owner of Pigtail Pals & Ballcap Buddies, a company that has been offering empowering apparel and gifts to Full of Awesome kids since 2009 www.pigtailpals.com.

Find her at www.melissaatkinswardy.com. You can connect with her on Facebook (Pigtail Pals Ballcap Buddies) and Twitter (@PigtailPals) and Pinterest (Pigtail Pals & Ballcap Buddies). 

The Barbie Project: The Super Powers of Being Yourself

A couple of weeks ago Amelia enjoyed decorating her very own super hero cape sent to her by the Barbie Team as part of the new #BeSuper campaign featuring the Super Squad caped crusaders. She never really got into super heroes like some girls do, I think because for her the overall lack of female characters left her disinterested. Amelia was super excited when she discovered all of the new dolls in Barbie’s super hero line were girls – she loved the little girls on the scooters best.

I believe one of the reasons Amelia has taken to playing with Barbie is that her stories and play time are filled with adventurous female characters who travel the globe, explore under sea and outer space, hold interesting jobs, and perhaps the greatest adventure of all – live as a family. Unlike so much of children’s media, when it comes to Barbie the girls are central to the story, adventure, discovery and fun.

This past week our family has enjoyed some gorgeous spring weather in Wisconsin, a couple of days hitting the 70’s! Now, Wisconsin has four seasons – Fall, Winter, Summer, and Mud. It just so happens, my daughter has never met a mud puddle she didn’t love or that she could resist wallowing in. I could hear her whooping and hollering in the back yard as she played with one of our dogs and I decided to see what the commotion was about.

I was greeted by this in the garden…..

Amelia being super!

Amelia being super!

The sign of Amelia and a hose during mud season – or really any time of year – is never a promising discovery. The giant patch of dirt seen here is the result of a massive mud pit she made last spring.

Amelia has a magnetic draw to mud.

Amelia has a magnetic draw to mud.

And where there is mud, there is always MORE mud…..

Ugh. Mud!

Ugh. Mud!

I asked what she was working on and she replied that she was developing an “infinity water source” for our dogs ahead of summer time so that they would never be caught thirsty in the summer heat. She said if it proved successful, she’d patent it and sell it to cities so that stray animals would never die of thirst. (While Amelia was decorating her cape she decided she would be a rescuer of animals who were abused, neglected, or homeless.)

Amelia explaining how the suspension element works on her "infinity water source" system.

Amelia explaining how the suspension element works on her “infinity water source” system.

I asked Amelia what her super hero name would be and her answer left a huge smile on my face.

“Mom, I don’t need an additional name or secret name. I’m Amelia, and I’m a hero just the way I am.”

At our house we believe there are many ways to be a girl, and I’m so pleased my girl has figured out the ways that work just right for her.

 

Pink, muddy boots, and somewhere a girl who believes in herself.

Pink, muddy boots, and somewhere a girl who believes in herself.

 

 

Barbie Project LogoLearn more about The Barbie Project and meet the other bloggers on the project.

On twitter, look for hashtag #BarbieProject and join the conversation.

{Disclosure: This is a compensated campaign as part of The Barbie Project. All thoughts and ideas are my own.}

 

MAW Profile PicMelissa Atkins Wardy is a speaker, media consultant, and the author of Redefining Girly: How Parents Can Fight the Stereotyping and Sexualizing of Girlhood, from Birth to Tween. She is the creator and owner of Pigtail Pals & Ballcap Buddies, a company that has been offering empowering apparel and gifts to Full of Awesome kids since 2009 www.pigtailpals.com.

Find her at www.melissaatkinswardy.com. You can read her blog at: www.pigtailpalsblog.com or connect with her on Facebook (Pigtail Pals Ballcap Buddies) and Twitter (@PigtailPals).

The Barbie Project: The Whole Conversation

The song that never ends.

The song that never ends. (Image source unknown)

We are overdue to change a conversation. A conversation is only as good as the information that travels through it. In order for a conversation to be a good one ideas need to be introduced, then ideas need to shift and evolve. The evolution might feel like an abandonment of principle at first, but it is the natural order to how ideas grow and realign as new information enters improved awareness and understanding.

All that is to say, this conversation we’re having around little girls, Barbie, and body image needs to evolve. We need to change with it. That is not to say we dismiss or forget what has already been discussed, nor disown those who disagree with any particular position. It means we move forward. Together. Because walking and talking in circles doesn’t get any of us very far.

Barbie is made out to be the most villainous of children’s toys, the chief complaint being body image and her “toxicity” to empowered little girls. I can find myself agreeing with some parts of that, for example, I’d love to see Barbie come in different body sizes but I understand from a manufacturing perspective why that doesn’t work (although, it would not be difficult to incorporate into digital and print media). I’d love for retailers to strive for greater diversity and offer children more Barbies of color on the shelves. I’d love for Overtired Working Mom Barbie and Stay-at-Home-Dad/Freelancer Ken. Stores should stock more Career Barbies like the astronaut, presidential candidate, teacher, doctor, veterinarian, and computer programmer. Less brides and more business entrepreneurs is fine by me, which also feels more in tune with the girls of 2015.

Barbie has held 150 careers since the 1950's.

Barbie has held 150 careers since the 1950’s.

But for all this, the conversation about Barbie always goes back to what Barbie looks like. 150 careers later the gal can’t win for losing.

We can’t seem to get over Barbie’s looks, to the exclusion of all other points of conversation. Barbie was never meant to be an exact replica of a human body yet anyone who builds a life-size Barbie is guaranteed a viral Huffington Post article. Any researcher who can gather a handful of young girls to ask a batch of questions about Barbie’s looks and the girls’ lifetime aspirations then publish with a headline grabber like “Barbie’s Long Legs Measurably Crush the Souls of Young Girls” guarantees being highlighted on all the girl empowerment sites, never mind how good the science is or isn’t. Everyone loves to hate Barbie. While we focus ALL of our energy on what Barbie looks like we teach our girls to do the same, ignoring all the careers, places traveled, financial independence, and friendship the Barbie story also offers. The media literacy around body image is very important, but to the exclusion of all other things? When we do that, what are we teaching our daughters is the most important thing about a woman?

Consider the speed at which articles about this super model or that older actress being “brave” or “our beauty hero” for posing in un-retouched photos made public race across the internet and into the nightly news, all while actual achievements by women barely make a blip. I think we are not being honest with ourselves when we simultaneously bash Barbie’s body yet focus our entire conversation on how we look or how someone else looks. If the bravest thing a woman can do in 2015 is show up in public free of make up and Photoshop we’ve got MUCH bigger problems than Barbie.

The intent of my words is not to defend Barbie, rather I’m asking if we all can expand this well-intentioned conversation we’re having. We’re missing the whole conversation. Life isn’t black and white. Life is full of gray, full of “yes, buts…” and “on the other hand” and new perspectives.

Image from The Barbie Project.

Image from The Barbie Project.

I find myself wondering, are we really being honest with ourselves or distracting ourselves when we use every mention of Barbie bear the cross of all negative body image issues? Let’s allow body image to be part of the conversation, and then let’s keep talking, observing, listening, discussing. After a year on The Barbie Project, I’m not convinced this is how little girls see their dolls until we teach them to. Granted the Barbie brand extends over multiple media platforms (toys, clothing, books, cartoon dvds) but at the end of the day, for most children, she is just a doll laying on the bedroom floor. Probably naked.

Over the years I’ve asked my large social media community when was the first time they can remember as a child feeling as though some part of their body was “flawed”. The second part of the question is who played a role in assisting that realization? What began as research for my book is now a bi-annual cathartic, eye-opening event. Hundreds of answers later reveal insecurities ranging from too much body hair to refusing to shave, skin color being too pale to too dark, hair color being too red or not blond enough, being too thick, being too thin, being too tall, being too short, needing a bra early to not needing a bra until college, having freckles, crooked teeth, acne……the list went on. And the people who made these insecurities rise when these women were girls? Moms. Aunts. Grandmas. Fathers and step-fathers and uncles. Classmates, from the first day of kindergarten all the way to middle school. Other parents. Teachers. Doctors. Friends. Above all, moms were mentioned over and over and over again.

Yet no one mentioned Barbie. Literally not once in any of these threads has the toy been mentioned which is why I find the preoccupation with her looks to be so very distracting from the larger conversation we could be having, for which Barbie should be a part of but not the entire focus. I think bashing Barbie really isn’t the whole conversation and when it is, we lose sight of where our focus and energy should really be in order to bring about meaningful change for girls and women.

Let’s focus on what women do, instead of what they look like.

Let’s focus on our individual influence and impact on the children in our lives.

Let’s recognize that Barbie as she is now represents one kind of beauty, but WE should be the ones defining endless versions of beauty and making it more inclusive, expansive for our daughters.

Barbie is a complicated doll, and can mean many things in many different ways. Perhaps that is a good thing to teach our girls - Women are layered and complex and not linear beings.

Barbie is a complicated doll, and can mean many things in many different ways. Perhaps that is a good thing to teach our girls – Women are layered and complex and complicated. (Image via When You Choose Hope)

I think we are wringing our hands and giving Barbie way too much power as we simultaneously fail to see our own. If there is one thing we teach our girls, it is that we should care more about what we DO with our life than how we look living it. If anything embodies this that belief I hold to my core, it is this comment left in the thread about when in girlhood did you come to understand your body was seen as “flawed”:

I was nine; I’d just played Bach’s ‘Minuet in G’ on the piano, for my school’s Parents’ Day. This was in Pakistan, where almost no one learns to play musical instruments; it was a big deal and had involved a lot of work. I was incredibly proud of myself. Photos were taken of all the performers and displayed on the school notice board.
As I approached the board, people were laughing and pointing. They’d found a photo of me. I looked at the photo, and for the first time, I realised that my cheeks were chubby, and that when I concentrated, my mouth fell open. I looked stupid.
That was the moment when I became aware that I was an object. I didn’t have words for it, but I knew that it didn’t matter what great things I did – what mattered, and what I would always fail on, was how I looked while I did it.
From then on, I’ve never been able to do anything with my full attention. One part of my mind has always been nervously policing the way I look: can I hold my chin higher to hide my cheeks? Is my mouth neatly set? Is my face pleasant? And I wonder what amazing things I could have achieved (or could achieve, still!) if I was freed from that mental burden.” -Noreen

When I read Noreen’s comment, tears sprung to my eyes and I gasped for air. Tears sit in my eyes now. I think about the mental energy women and girls waste thinking about how they look instead of what they do. I think about what the world has missed out on, contributions left ungiven and I feel a painful weight on my chest. I anguish over the amazing girls we are raising who might choose to sit something out because of worry over being pretty or worry about that she is worried about being pretty, and instead of taking over the world she remains still in a world of self doubt.

Our conversation currently is running like this: Instead of what a woman can accomplish or discover or enact or defend – we bring it back to what she looks like. Instead of what girls say or think or whom they inspire or rescue – we bring it back to what she looks like. Just like we do with the conversation about Barbie, which is like the song that never ends.

I’m asking us to shift the conversation. Can we evolve it, please? For example, there are some little girls out there with some incredibly confident mamas who are bashing the heck out of all of these stereotypes and we’re doing it by using Barbie and play as a teaching tool instead of an instrument of demise. We’ve chosen to take a step back, get a few deep breaths, talk out the tricky spots, and sit on the floor to play so that we can see the world through our daughters’ eyes.

I don’t care whether or not you or your kid plays with Barbie, I just hope you find inspiration from some of these posts and understand the conversation has to evolve past what we look like and move to WHAT. WE. DO.

We should care more about what we DO with our life than how we look living it.

Ruby's daughter exploring outer space.

Ruby’s daughter exploring outer space. (Image via GUB Life.)

Yolanda, on learning through play with her daughter. “She’s taught me so much more about body image and self love that I could have ever done.”

Ruby explores a rich heritage and cultural tradition through fashion design. ” I shared that grandma (my mama) has an embroidered dress given to her as a gift, something very common in our culture. I got to wear it a few times.”

Brandy empowers her daughter by allowing her freedom to choose her own wardrobe. “It’s clear she was expressing her adorable self and her growing little personality.”

Eliana discusses how dolls become a girl’s friend. “At her age, and with her individual circumstances, Barbie is a friend of hers.”

Tammi witnessed her shy twin daughter finding her voice. “Katie is finding her way. Her strength. Her ability to shine and be the star of the show after all these years.”

Kara and her daughter explore the difficult truth of how segregation and racism impacted their family. “As she played I asked her how she would feel if she was not allowed to go into certain places just because of the color of her skin.”

Kara's daughter explore social justice through play. (Image source Empower Her Inc)

Kara’s daughter explore social justice through play.
(Image source Empower Her Inc)

Jenny sees the power of children’s imaginations. “We tend to lose sight of how much we can add with our minds by expecting everything to be realistic and tangible.”

Brandy learns the power that mermaid effect holds on a timid swimmer. “The whole way home she talked about how she couldn’t wait to swim like a mermaid in class tomorrow.”

Ruby’s daughter travels out of this world to the moon. “Walking on the moon with Barbie was definitely done in an unexpected way.”

Yolanda discovers her daughter is a business mogul in the making. “I walked in on my daughter playing with her Barbies and overheard the dialog she had for her dolls. Her dolls had taken on the roles of my friends and I, and as such, each was a business owner, freelancer and influencer.”

Tammi sees what has been important to her three daughters over the year. “Again the summer memories are brought back to the forefront as their experience is reenacted in play.”

Eliana realizes Barbie is a reflection of her daughter’s unique personality. “Barbie has the most amazing and beautiful shoes any woman can dream of, but many times my daughter decides to let her walk barefoot and just have fun. Barbie is the reflection of my daughter’s personality and interests.”

You can read my Barbie Project posts here, where my daughter and I focused on all the incredible things her imagination can do with a doll dressed for 150 careers, who drives a jeep and a hot pink camper.

The confident, intelligent, diverse, amazing group of moms blogging for The Barbie Project as we coach our daughters through girlhood.

 

Barbie Project LogoLearn more about The Barbie Project and meet the other bloggers on the project.

On twitter, look for hashtag #BarbieProject and join the conversation.

{Disclosure: This is a compensated campaign as part of The Barbie Project. All thoughts and ideas are my own.}

 

Melissa Atkins Wardy is a speaker, media consultant, and the author ofRedefining Girly: How Parents Can Fight the Stereotyping and Sexualizing of Girlhood, from Birth to Tween. She is the creator and owner of Pigtail Pals & Ballcap Buddies, a company that has been offering empowering apparel and gifts to Full of Awesome kids since 2009 www.pigtailpals.com.

Find her at www.melissaatkinswardy.com. You can read her blog at:www.pigtailpalsblog.com or connect with her on Facebook (Pigtail Pals Ballcap Buddies) and Twitter (@PigtailPals).

 

A Conversation With Barbie: Missteps and Moving Forward

Recently toy giant Mattel received heavy criticism for a book that was part of the 2010 launch of the Barbie I Can Be….A Computer Engineer career doll. As the internet found out this week, much to our surprise, in the book Barbie actually does zero computer engineering. In fact, as the story plays out we see Barbie framed as rather incompetent when it comes to tech. To make matters worse, Barbie calls on two male friends to come and save the day. The fact that the book was written by a female computer engineer makes the situation all the more incredulous.

Things went really wrong with this book, and Mattel did a good job of owning it with this statement posted to their facebook page:

“The Barbie I Can Be A Computer Engineer book was published in 2010. Since that time we have reworked our Barbie books. The portrayal of Barbie in this specific story doesn’t reflect the Brand’s vision for what Barbie stands for. We believe girls should be empowered to understand that anything is possible and believe they live in a world without limits. We apologize that this book didn’t reflect that belief. All Barbie titles moving forward will be written to inspire girl’s imaginations and portray an empowered Barbie character.” 

Barbie is a lot of things to a lot of people. She’s polarizing and inspiring. She’s a glamorous beauty and she’s a ground breaking career girl. She’s also in the the homes of millions of little girls.

While the internet has done an amazing job of responding to and re-framing  this misstep by the brand I was interested in a deeper conversation. I think the problems were well covered by others so I wanted to focus on a few key points:

  • Do they understand the issues facing girls who want to pursue STEM interests and careers? Do they understand how this book fed into those issues as opposed to fighting them in an empowering way for girls?
  • How did this book get past the review process and make it to print? Where were the checks and balances?
  • Moving forward, how will Mattel work to stay aware of girls’ issues and reflect that knowledge through truly empowering toys and media for young consumers?

This brings us to the perfect time for me to issue the disclaimer that despite being a frequent critic of the brand, I was invited to participate in a play experiment called The Barbie Project. It was a role I accepted, have enjoyed with my daughter, and a role I used to get my questions answered by Barbie’s Lori Pantel Vice President, Global Brand Marketing. There are a lot of moving pieces to such a large brand like Barbie, and each of those pieces is a human being. When we peel back the layers and open a conversation with each of those people in a way that moves the issue forward, we move closer towards the goal of creating meaningful change for our kids.

My interview with Barbie’s Lori Pantel Vice President, Global Brand Marketing:

1. The first question on everyone’s mind is, how did this get past the review process at Mattel and become published? Each time there is a media whirlwind around an offending product that is the one question I see over and over again. We know Barbie is aware of the issues surrounding girls and STEM, but this book does not reflect that. Can you help us backtrack and understand the process for developing a product like this book? And what are the checks and balances? 

When we first learned of this earlier in the week, to be honest, we were horrified & disappointed because this doesn’t reflect our vision for the brand.  We believe that girls can do anything and be anything.  And as a Mom myself, I take this vision very seriously.

To better answer the “How did this happen”? We spent the early part of the week digging in to the how & why because: 1. We wanted to identify where our process of checks and balances broke down.  2. To ensure it never happens again.

Our publishing process has changed since this book was first released in 2010.  

In 2010 our process for content publishing was that we worked with licensed partners around the world and they were given “story starters” and plot themes.  Those themes were then given to independent writers to create age appropriate books for young readers.  While most of the Barbie books do a good job of reflecting the brand values and positioning, we run the risk of misinterpretation and ultimately loss of quality control.  Clearly, we do not want this to ever happen again. Over the past year we have changed the strategy. Today, instead of asking others to interpret our brand, we now concept, write, and approve all stories for publishing here at Mattel. 

In light of this week’s learnings, we have started to audit all of our current publishing content that is available now in the marketplace.

 

2. I’ve been a critic of Barbie in the past, and even during my time on The Barbie Project I’ve talked about the dual nature of the doll as I see both positive and negative aspects. Clearly, I’m not a fan of this book. Has it been pulled?

The short answer is yes, the book has been pulled by Random House. The minute we learned of this title and read the content, we immediately partnered with Random House to pull the book from the market.   

 

3. So, as my daughter says, you are ‘Barbie’s Boss’, which is her understanding of your role at Mattel. For the little girls out there who want to be the boss some day, what would you tell them about being the boss when a fumble like this happens at work and how do you show your team good leadership?

That’s very sweet, but I actually don’t think of myself as “Barbie’s Boss.”  I believe that part of good leadership is taking responsibility – facing the challenge head on and using it as a learning moment. I would tell your daughter that we are all human. And at times will make mistakes – but what is most important is how we learn and grow from them. 

 

4. There are a lot of moving pieces to a large brand, and those pieces are people who are a part of our culture. This book wasn’t too far off from what real girls and women experience in everyday culture. I can see how creators might overlook things they were never taught to question. What I see as I travel and speak to groups is that ‘you don’t know what you don’t know.’ So, now that Barbie knows better how will Barbie do better in the future?

Over the past few years the brand has partnered with 3rd party experts as it relates to our Career of the Year programs. Whether NASA for "Barbie as Astronaut" or a diverse group of entrepreneurs this past summer for the launch of Entrepreneur Barbie. The brand engages in these partnerships to ensure authenticity in both the doll design and program content. We will continue to explore these types of partnerships when exploring new areas for the brand.

We believe that Barbie unlocks a girl’s imagination. And that through open-ended play, Barbie invites girls to explore the world around them. We know it is critically important to not only listen to girls but also to listen to and learn from parents. That’s what we are doing now and will continue to do going forward.

 

I really appreciate Lori Pantel taking the time to answer these questions. Authentic communication with brands is a best first step in bringing about the changes we would like to see. As I continue to fill my role on The Barbie Project I will use every opportunity to encourage the brand to continue to move in the direction of empowered, diverse play for girls. Here is what I would hope to see the brand take away from this week of negative press and use it as a learning experience and catalyst for change:

  • Rewrite and publish the computer programming book. Just reboot the project and get it done right. Engage with women from STEM fields or groups who teach girls to code. Best yet: Have the girls in these coding/engineering groups team with Mattel to write a new version of the book they know will inspire little girls.
  • Reach out to advocates and experts who work to empower girls. Use our knowledge and consultations to guide decisions during the creative and development process.
  • Truly commit to showing girls all of Barbie’s careers are within reach through interactive web pages and product packing. Highlight women in those careers, much like the Barbie I Can Be…..An Entrepreneur site does. Then replace the two craft projects with a road map to developing a working business plan and a template for business cards. The Barbie Computer Engineer could come with an app where girls can get code from the inside of the doll’s package they input into the app to design the robot puppy they saw Barbie bring to life in the code *she successfully wrote and programmed* in the new book.
  • Pledge to keep Barbie as the protagonist in all of her stories. Let girls see her doing the problem solving, going on the adventures, and saving the day. Introduce new friends along the way, but keep Barbie in a position of power and leadership.

 

And what, dear reader, should your take away be? Let’s remember this is one conversation in what needs to be an ongoing conversation. As you read, think about how you want that conversation shaped, who you want heard, and how best to deliver your messages.

Computer Engineer Barbie

Computer Engineer Barbie