BARBIE & MATERIALISM
AMANDA
Barbie is the best dressed and most accessorized doll in the toy aisle with countless outfits, cars, homes and pets available for purchase. Mattel was one of the first toy companies to create a detailed marketing strategy for one of its toys, which contributed to the major success of the company. Barbie’s marketing strategy focused extensively on television advertising because the messages could reach as many people in Barbie’s target market as possible while maintaining efficiency. Her pink and girly marketing strategy was a success and she has become a staple in households with children. According to Mattel and BBC News, a Barbie doll can be found in 90% of homes in their target market and yet this is only the primary target market. (Eaves, 2009) Barbie’s primary target market is girls ages three through 10, but also targets to adult collectors and fanatics.
Barbie is often criticized for her love of accessories and many critics blame her for promoting materialism, which in turn makes young girls desire more “stuff.” According to creator Ruth Handler, “I never wanted to play up the glamorous life of Barbie. I wanted the owner to create a personality for the doll.” (McDonough, “Barbie”) Many critics would argue with that assertion because Barbie has so many accessories. Her closet alone is enough to make anyone envious. Since 1959, one billion fashions have been designed for Barbie and her friends and more than 105 million yards of fabric have been sewn into outfits. (“By the Numbers” , Mattel) Barbie has also had collaborative projects with more than 75 different fashion designers and has been inspiration for hundreds of designers. (“Barbie Fast Facts”) Barbie’s need to stay up to date with the most recent fashions has made Mattel one of the largest manufacturers of apparel in the world. In addition to her endless closet of fashions, Barbie also likes to have the best and latest house, cars and even pets. She has had more than 50 animals as pets over the years.
Young girls ages three to 10 are targeted by Mattel and Barbie and are encouraged to buy as many accessories as possible. This message is reinforced by the constant pressures of having the best and looking beautiful: two ideals that are promoted throughout American culture. Little girls feel pressured to outfit their Barbies with the most accessories possible to avoid judgment from peers. At this young age, girls are taught to be materialistic consumers. Even the marketing messages focused on sharing Barbie’s toys and accessories with friends. Please view the commercial to the right to see how Barbie accessories are associated with maintaining friendships.
This strategy has clearly worked for Mattel because according to their statistics, girls ages three to six own an average of 12 Barbie dolls. (“Barbie Fast Facts”) The commercials featured Barbie and her friendships, but also focused on accessories. Even the earliest of commercials promoted materialism by emphasizing the outfits and accessories you can buy to complement your Barbie. Please watch the first ever Barbie commercial to view how the commercial introduces the Barbie and then sells her accompanying accessories. The video of the first ever Barbie commercial is located to the left.
Aside from the original Barbie doll, Mattel also promoted materialism through the introduction of friends and family. The more dolls available for purchase, the more outfits and accessories consumers could purchase, which opened doors for more materialistic desires. The accompanying commercial on the right introduces the first ever Skipper. Notice how her accessories are the main focus of the advertisement. The commercial even portays her in a variety of outfits that the consumer can purchase to create the perfect scene.
Even pop culture references have emphasized the fantastic life of Barbie and her material possessions. Here, Barbie has been given a personality and real life form based on her many accessories. Aqua’s “Barbie Girl” song features Barbie as a party girl with endless accessories. The song made Barbie’s plastic life seem perfect, which is what many young girls want to emulate. Barbie is even considered to be a symbol of consumer culture and a barometer of attitudes toward women. (“Barbie: Doll, Icon Or Sexist Symbol?”, 1987)