Let Barbie be our Teacher today!

Barbie, the iconic doll, has been a staple in the world of toys for generations. We've seen her as a teacher, right? So, let's allow her to teach us something real today! 

Created by Ruth Handler and introduced by Mattel in 1959, Barbie quickly became a cultural phenomenon. Over the years, she has evolved, but her journey holds a treasure trove of lessons, ranging from empowerment and adaptability to the importance of diversity and understanding your customers. In this article, we'll explore the lessons through the lens of Barbie's manifest and latent functions (Merton).

 

Barbie as a Symbol of Empowerment: With her various careers and the respective accessories, Barbie encouraged children to dream big and be creative. She showed little kids that they could be anything they wanted to be, from an astronaut to a veterinarian, from a rock star to a scientist. She was a canvas upon which children could paint their dreams and aspirations. When kids played with Barbie, they weren't just dressing up a doll; they were exploring different roles and scenarios. This encouraged creativity and allowed children to experiment with different career choices, even at a young age. Barbie was more than just a plastic doll; she was a gateway to a world of imagination and possibilities.

Diversity: One of the areas where Barbie has faced the most criticism is her lack of diversity. Critics have pointed out that for many years, Barbie represented a narrow, unrealistic standard of beauty as a latent function. However, the doll's transformation in recent years is an inspiring lesson in embracing diversity. Today, the Barbie line includes 35 different skin tones, 97 hairstyles, and 9 body types. In 2019, dolls with hearing aids, prosthetic limbs, and a wheelchair were added to the collection. 

Social Accountability: Barbie's evolution towards greater diversity isn't just about expanding the product line; it's a statement about the importance of representation. It sends a powerful message that everyone deserves to see themselves reflected in the products they consume. This commitment to diversity fosters a sense of inclusion among not just customers and audiences, but also colleagues within the organization. In a world that's becoming increasingly diverse and inclusive, embracing diversity isn't just a smart business move; it's a moral imperative.

Customer-Centric Marketing: Barbie was unique in her time. She was an adult doll, a concept that had not been explored before. She was not just a doll for children; she was a doll that adults could appreciate, too. Mattel saw an opportunity in this unique approach, and it paid off. They realized that marketing Barbie to children, rather than their parents, would be a game-changer. When children fell in love with Barbie, they would be the ones to demand the doll from their parents. 

Market Research: The success of Barbie wasn't accidental. It was the result of careful market research. Mattel didn't just create a doll and hope for the best. They analyzed the market, identified trends, and recognized where they could make a difference. Mattel's shift towards marketing directly to children involved a deep understanding of their target audience, the actual consumers of the product - the kids. Mattel used data, market trends, and customer feedback to engage children effectively. They gave them a toolkit and then allowed them to go hog-wild with the creative accessories at their disposal. The shift towards making Barbie more relatable to children's interests and desires was a masterstroke.

This teaches us that in business (or otherwise in life), it's essential to analyze the competition, identify your strengths, and understand what areas need improvement or change. Just like Mattel, every business should be open to adapting to changing market trends and consumer preferences. Similarly, to drive healthy development in one's life, an individual should learn to adjust his sails when the wind changes.

Adaptability: In a global village, where consumer preferences and societal values are continually evolving, staying relevant is a constant challenge for businesses. Barbie's journey teaches us to stay tuned to societal changes while holding on to what made us successful in the first place. Barbie's initial mission was simple yet profound: to deliver a powerful message to girls - "You can be anything you dream." However, over time, Barbie's message became somewhat diluted, and her relevance waned. In 2014, Barbie's sales plummeted by 16%, making people wonder if her reign was over. Mattel recognized that Barbie needed a rebranding strategy. They took steps to allow more children around the world to see themselves in Barbie and her friends, reigniting Ruth Handler's desire to inspire them through play and imagination (GH Mead). Barbie thus reached the highest level of business ever in 2021 so much so as to get filmmakers attraction to itself in 2023.

In a nutshell,

In a world that often bombards children with limiting stereotypes and gender roles, Barbie's message is a breath of fresh air. She has always broken boundaries by showcasing a wide range of careers, from scientists to athletes, and encouraging young minds to explore diverse possibilities. This aspect of Barbie's manifest function is a reminder that empowering children to dream beyond conventional limits is an essential lesson for all. It's a testament to the enduring power of a simple yet profound idea: that imagination and aspiration can shape one's future.

The manifest functions of Barbie including serving as a source of entertainment and imaginative play, promoting an interest in fashion and style, acting as collectible items, facilitating branding and marketing, and representing societal beauty standards and gender roles are complemented by her latent functions, which highlighted into influencing attitudes toward body image and societal norms, fostering creativity through imaginative play, and, at times, sparking conversations about gender roles and cultural influences.

The story of Barbie reminds us that, like the legendary doll herself, we can all aspire to be anything we dream of, as long as we're willing to learn, adapt, and grow with the changing times. Whether you're in the toy industry or any other business sector, the lessons drawn from Barbie's legacy are universal and timeless even for individualistic development. Just like Barbie, with the right balance of adaptability and authenticity, everyone can enjoy a lasting reign.