Barbie’s Feminist Identity: Fact or Fiction?

In 1959, Barbie made her debut and quickly became a sensation. However, what was unexpected was the transformation of Barbie from being deemed anti-feminist to being viewed as a feminist icon and cultural touchstone.

Barbie has always been influenced by and shaped the marketplace. When her representation and activities were in line with the prevailing social atmosphere, she experienced tremendous sales. However, she also faced criticism when she fell out of step with societal values.

In the new film interpretation of Barbie by Greta Gerwig, the production design embraces a zany and self-ironic approach. This aligns with both feminism and the camp aesthetic, which values artifice, exaggeration, and parody. Barbie’s role in the movie reflects the female-centric universe created by many young girls.

Barbie’s relationship with feminism has evolved over time. Originally based on the German Lilli doll, which had a scandalous backstory, Barbie was repositioned as a wholesome and all-American girl. Her career-focused version with a sexy physique and financial independence could be seen as promoting proto-feminist ideals.

During the second-wave feminist movement, Barbie faced criticism for her unrealistic body proportions and reinforcement of gender stereotypes. This continued in the 1970s, with feminists accusing Barbie of objectifying women and perpetuating traditional gender roles.

In the 1980s, Barbie pivoted to reflect more women entering the workforce. With the release of “Day-to-Night Barbie” and its accompanying anthem, Barbie acknowledged the changing landscape for women. However, the campaign behind it distanced themselves from the term “feminist.”

The third-wave of feminism in the 1990s embraced a more nuanced perspective on female expression. This allowed for the idea that dressing like dolls, which was previously criticized, could be a form of pleasure and self-expression.

The fourth-wave feminism movement, beginning in 2012, had a significant impact on Barbie’s world. This movement emphasizes intersectionality and body positivity, challenging the notion of an ideal body type.

In response, Mattel introduced changes to Barbie’s body in 2016. The adjustments aimed to reflect a more inclusive and diverse range of body types and proportions. Yet, Mattel still refused to identify as feminist.

Now, a new film directed by Greta Gerwig, known for her feminist perspectives, brings Barbie back into the spotlight. However, Mattel executives continue to avoid using the term “feminist” to describe the movie.

In spite of this, Barbie’s vast representation of ethnicities, body types, professions, and personas speak for themselves. She is undeniably a symbol of strength and independence.

It seems that Mattel hesitates to state the obvious when it comes to Barbie’s association with feminism.

MG Lord, the author of “Forever Barbie: The Unauthorized Biography of a Real Doll,” explores Barbie’s legacy and also co-hosts the podcast “LA Made: The Barbie Tapes” from LAist Studios.