The Daily – Can Barbie Be Rebranded as a Feminist Icon?

Intro

In this episode of “The Daily,” the podcast explores the challenge of rebranding Barbie as a feminist icon. The director of the upcoming Barbie movie, Greta Gerwig, discusses her approach to this task and the complexities surrounding the doll’s image. With over 60 years of history, Barbie continues to fascinate America, and this film aims to address the criticisms while maintaining her popularity.

Main Takeaways

Barbie’s Legacy and Popularity

• Barbie is a doll that has existed for over 60 years and is embedded in the way we think about girlhood and womanhood.
• 90% of 3 to 10-year-old girls in America own a Barbie, and on average, they have 12 each.
• Barbie is a topic that continues to fascinate America.

The Complicated Image of Barbie

• Ruth Handler created Barbie to let girls explore different ways to be adults, beyond motherhood.
• Barbie was inspired by a sexy, blonde German comic strip character, which creates contradictions in her image.
• The mid-1960s party Barbie came with a scale that stuck at 110 pounds and a book called Hadlew’s Weight, with the instructions to just not eat.
• Barbie’s impossible proportions make it impossible for her to be embodied, with her head too slender for her neck and her liver too big for her body.

The Critiques and Evolution of Barbie

• By the 1970s, the feminist movement critiques Barbie as a limiting model of what women can be.
• In the mid-2010s, Mattel’s research shows that Barbie was losing its footing, with mothers feeling uncomfortable giving Barbies as birthday presents and little girls feeling less capable of careers after playing with them.
• Mattel releases more than a hundred different Barbies with different skin colors, hair types, and body shapes.

The Barbie Movie and Greta Gerwig’s Vision

• Greta Gerwig, an Oscar-nominated filmmaker known for her feminist credentials, is working on a Barbie movie.
• Gerwig’s interest in Barbie stems from the complex and contradictory symbol that the doll represents.
• The Barbie movie will address the conflict surrounding the doll and will involve research on Ruth Handler, the creator of Barbie.
• Greta Gerwig is directing a Barbie movie with a $100 million budget, which is a significant step up for her as a director and artist.

Summary

Barbie’s Legacy and Popularity

Barbie has been a cultural icon for over 60 years, with the majority of young girls in America owning multiple dolls. Despite its longevity, Barbie’s image has faced criticism due to its unrealistic proportions and the contradictions it presents. However, Barbie remains a topic of fascination in American society.

The Complicated Image of Barbie

Barbie’s creation by Ruth Handler aimed to provide girls with diverse adult role models beyond motherhood. However, Barbie’s inspiration from a sexy, blonde German comic strip character and the inclusion of weight-related accessories have sparked controversy. The doll’s unrealistic proportions also contribute to the debate surrounding body image.

The Critiques and Evolution of Barbie

The feminist movement in the 1970s criticized Barbie for promoting limited ideals of womanhood. In recent years, Mattel’s research indicates a decline in Barbie’s popularity, with concerns about its impact on girls’ self-perception and career aspirations. To address these concerns, Mattel has diversified Barbie’s appearance to include various ethnicities, hair types, and body shapes.

The Barbie Movie and Greta Gerwig’s Vision

Greta Gerwig, known for her feminist filmmaking, has taken on the challenge of directing the Barbie movie. Gerwig acknowledges both the critiques of Barbie and her personal fondness for the doll. The film aims to explore the complexities surrounding Barbie’s image and includes research on Ruth Handler. Gerwig’s involvement in the project marks a significant milestone in her career.

Conclusion

The Barbie movie, directed by Greta Gerwig, seeks to rebrand the iconic doll as a feminist symbol while addressing the criticisms it has faced over the years. With its $100 million budget and Gerwig’s creative freedom, the film aims to humanize Barbie and appeal to a wider demographic. By delving into Barbie’s legacy and complexities, the movie puts the doll back into the spotlight, sparking conversations about gender, body image, and empowerment.