How Ruth Handler came up with the multi-billion idea for Barbie
A Doll's House: In June, Airbnb listed a"Ken-themed" Barbie Dream House in—where else?—Malibu.The movie, which also stars Kate McKinnon, Issa Rae, and Hari Nef as Barbies, Simu Liu, John Cena, and Kingsley Ben-Adair as additional Kens, and Will Ferrell, as a meta Mattel CEO, is
Handler got the idea for Barbie when watching her daughter, Barbara, and her friends play with paper dolls, whose outfits and tabs were constantly tearing. Of particular fascination for Handler was that the girls weren’t pretending to be children or mothers with their creations, rather they pretended to be librarians and teachers. “It hit her that little girls just wanted to be big girls,” Gerber says. But adult dolls made for children to play with didn’t exist.
Himbo: Ken was introduced in 1961. The most valuable are Dress Box Ken, released between 1963 and 1965.Soon after Barbie’s arrival, the company was inundated with letters asking if she could have a boyfriend. In 1961, Ken—named after the Handlers’ son, Kenneth—debuted. So Barbie needed a major image makeover. Mattel started with her skin tone and ethnicities. “The actual methodology behind doing it was not just introducing dolls with skin tones, but changing all the graphic identity of the brand,” says Dickson. Mattel’s packaging and commercial advertising was updated to reflect the new diverse range. And Barbie’s super unnatural body was reimagined for the 21st century—tall, petite and curvy versions of the doll were launched.
And it’s not an entirely original playbook. Hasbro released a G.I. Joe movie in 2009. The first film,, starring Channing Tatum, grossed $300 million worldwide. The sequel, which added Dwayne “The Rock” Johnson and Bruce Willis to the cast, did even better with $375 million.
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