Iconic Doll to Get Age-Appropriate Makeover
Excerpts from an internal Mattel memo regarding possible marketing responses to the threat that the competing Bratz line of dolls poses to Barbie sales.
To: All Departments
From: Emergency ad hoc committee for repositioning Barbie
Rather than take on Bratz at their own game by moving Barbie further into the fantasy/fashion direction, we are currently investigating the viability of the opposite strategy and instead having Barbie "Get Real," by, at least in part, acknowledging that she is 47 years old and has been around the block a few times.
We're still in the early stages of research and development and we welcome any feedback on these initial ideas.
Glass Ceiling Barbie
Despite her smart business outfits and fabulous matching accessories, Barbie's climb up the corporate ladder stalled out after the first few rungs. Now middle aged and stuck in middle management, Barbie spends her days explaining quarterly sales figures to regional vice presidents half her age. Working weekends and spending holidays in Holiday Inns have taken their toll on our gal, and the more overpriced airline vodka she knocks back at 30,000 feet, the more she wonders if she didn't ditch that stewardess career a little too hastily. Comes with well-worn briefcase, unused Pilate's membership card. Frequent flyer miles not included.
Single Mom Barbie
Ken's flown the coop, the Dream Car's a minivan, and Barbie's just barely scraping by on alimony, child support and two part-time jobs. She's keeping it together for now, but if any of her kids want to go to college, they'd better come up with some talent worth four years of scholarship money. Comes with carpool schedule, bag of dirty laundry and choice of two or three latchkey kids.
Crazy Cat-Lady Barbie
Barbie's now a shopping bag-toting, wild-haired crone with way too many cats. The Dream House is that place even the bravest neighborhood kids won't trick or treat at. Dads who've lived on the block long enough remember when Barbie was really hot. But that was back before Ken left ('There was something off about that guy. Something... missing"), and that buff Australian surfer who was, what, 20 years younger, who moved in for a while. After surfer boy took off with Midge and the Dream Car, Barbie went all to hell and started taking in stray cats, with whom she has long conversations and calls her "babies." Air freshener and litter box not included.
Illustration by Martin Kozlowski