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<\/a><\/p>\nIf we think of Barbie in this way, her cultural missteps become a little easier to bear. For instance, during the late 1960s, Mattel, Inc. made certain that Barbie was absent from any counter-cultural protest or drug-ridden commune. Instead she was busy enjoying \u201cLunch on the Terrace,\u201d (1966) or a \u201cMusic Center Matinee\u201d (1966) (Pearson & Mullins, 244). Although commentators have criticized this era of Barbie for glossing over important historical moments, the doll\u2019s core mission wasn\u2019t to comment on cultural turmoil; it was to be a toy, a beautiful, fashion-forward, profitable toy. The ideas embedded in counter-culture were inherently radical, and Barbie\u2019s brand needed to appeal to a mainstream audience.<\/p>\n
A more modern example of Mattel\u2019s questionable Barbie releases was its \u201cGreat Eras Collection,\u201d which appeared on shelves from 1993 to 1997 (Milnor 215). The series depicted Barbie as versions of prominent women throughout world history, including Egyptian Queen Barbie and Chinese Empress Barbie (215). Egyptian Queen Barbie wears an \u201cintricately detailed golden headdress with turquoise beading reflect[ing] that she is indeed Egyptian royalty\u201d (\u201cThe Great Eras Collection\u201d). Her dress is bold, bright blue, and shiny; again, fashion is a main concern for the doll. Chinese Empress Barbie is equally as stunning. Her costume is highly detailed, featuring faux jade beads and dragon stitchings. On Barbie\u2019s website, Empress Barbie is described as capturing \u201c… the authentic look and feel of the Qing dynasty\u201d (\u201cThe Great Eras Collection\u201d). Each of these versions offers a prime example of Mattel concerning itself mostly with Barbie\u2019s looks. In each doll\u2019s description, Barbie\u2019s clothes are the only thing discussed. Her actual historical role is absent entirely, underscoring the argument that Barbie is, in reality, not a teaching tool; she is an attractive commodity. In its most recent campaign, however, Mattel has allowed Barbie to encourage her consumers with the mantra \u201cYou can be anything\u201d (\u201cYou Can Be Anything\u201d). Ads feature young girls filling in the \u201cyou can be\u201d blank with words like \u201cPresident,\u201d \u201cDoctor,\u201d \u201cBallerina,\u201d and \u201cGame Developer\u201d (\u201cYou Can Be Anything\u201d). Although Mattel has encouraged young girls to use Barbie as a tool for personal growth and imagination in the past, this campaign actively promotes the idea that young girls can look to Barbie to show them what\u2019s possible. Barbie now embodies virtually anything, so you can too. This evidence contradicts the notion that Barbie is purely a pretty face to be bought and sold. This campaign, likely demanded by a feminist turn in the toy market, may complicate things for Mattel. Now that Barbie is an active role model, rather than just a fashion model, Mattel will need to be even more careful about what its brand promotes.<\/p>\n<\/a><\/p>\n