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Adding three new body types now is sure to irritate someone: just picking out the terms petite, tall and curvy, and translating them into dozens of languages without causing offense, took months. Not everything will Velcro shut. Fits will be thrown, exasperated moms will call Mattel. The company is setting up a separate help line just to deal with Project Dawn complaints. But staying the course was not an option. A line of toys designed to teach girls to build, Lego Friends, helped boost Lego above Mattel as the biggest toy company in the world in In this environment, a new generation of mothers favor what they perceive as more empowering toys for their daughters.
Elsa might be just as blond and waif-thin as Barbie, but she comes with a backstory of strength and sisterhood. Barbie has courted controversy since her birth. Her proportions were designed accordingly. When Handler introduced Barbie named after her daughter Barbara in at the New York Toy Fair, her male competitors laughed her out of the room: nobody, they insisted, would want to play with a doll with breasts.
Barbie had careers at a time when women were restricted to being just housewives. Ironically, our critics are the very people who should embrace us. A handful of studies, however, suggest that Barbie does have at least some influence on what girls see as the ideal body.
The most compelling, a study published in the journal Developmental Psychology, found that girls exposed to Barbie at a young age expressed greater concern with being thin, compared with those exposed to other dolls. But it was only when moms started voting with their dollars that Mattel had to reassess these criticisms.
Dickson was brought in in to expand the Barbie brand from dolls to apparel, TV shows and gaming. She also has her own show that streams on Netflix.
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