Cultural and regional variants

8/7/2019 Cultural and regional variants

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And its cultural adaptations

Prerna Malhotra

IVth sem,

M.H.R.O.D.



Agenda Introduction

Controversies Response by Mattel

Barbies of the world

Barbies of India Effect of diversification on sales of Barbie



I ntroduction Barbie is a fashion doll manufactured by the American toy-company

Mattel, Inc.

launched in March 1959 at the American international toy fair.

American businesswoman Ruth Handler is credited with the

creation of the doll

Barbie is the figurehead of a brand of Mattel dolls and accessories,including other family members and collectible dolls.

Barbie has been an important part of the toy fashion doll market for

fifty years, and has been the subject of numerous controversies andlawsuits.



P opular Controversies Barbie's popularity ensures that her effect on theplay of children attracts a high degree of

scrutiny.

Barbie promotes an unrealistic idea of bodyimage for a young woman, leading to a risk

that girls who attempt to emulate her willbecome anorexic.

The Iranian hardliners consider Barbie as acorrupter of the minds of young Muslims girlsand hence they were banned in Iran.

The Middle Eastern country of Saudi Arabiaoutlawed Barbie dolls on September 10, 2003for not conforming to the ideals of Islam. Inaddition, Saudi authorities determined Barbieto be a Jewish doll.



The first of Barbie's black friends, "ColoredFrancie," debuted in 1967, but discontinued.The first African-American Barbie, "Black

Barbie," appeared thirteen years later.

Oreo Barbie Controversy: Taken as a racialdiscrimination by the critics. The Oreo Barbiewas the black on the outside and white on theinside doll paired with the popular chocolatecookie.

The enormous range of available accessoriesrelating clothes, hair, make-up, parties andlooking pretty give rise to the accusation that

Barbie encourages young girls to focus onshallow trivia and become materialistic.

Her accessories reflect a lifestyle that isunobtainable for most of the girls who play withher.



R esponses by Mattel In 1997, the Barbie doll was redesigned to have somewhat more

realistic proportions.

Barbies of different nationalities have also been created, includingAfrican, Hispanic, Asian and Native American Barbies

Mattel also released an "International collection" in 1980, withBarbies from different parts of the world. The dolls are dressed inmore or less traditional clothes, each representing a nation



In 2001 "The Princess Collection" was issued

for instance with dolls named Princess of

India, Princess of china, Princess of the

renaissance, etc.

To counter accusations of gender

stereotyping, career Barbies have beenreleased. These include astronaut, doctor,

gymnast, rapper and soldier, etc.

In 2009, a new Black Barbie (limited edition)

was introduced, called So In Style, S.I.S, thenew Black Barbies have more accurate facial

characteristics (wider nose, more prominent

cheek bones and significantly curly, frizzy

hair)



B arbies of the world Barbie in AMERICA:

Black Barbie



B arbies of the world Barbie in IRAN

Barbie in IRAQ



B arbies of the world Barbie in CHINA

Barbie in JAPAN



B arbies of

I ndia

Rajasthani

Punjabi



B arbies of

I ndia

Gujrati

wedding fantasy Barbie



E ffect of Diversification

According to a news report in April 2007,

±

Domestic sales of the classic fashion doll plunged 21 percent in thefirst quarter, while, Outside the U.S., Barbie's popularity kept surging.

± Translating into 2 percent growth in worldwide sales for the brand.

According to April 2010 news report,

± Sales increased 12 percent from last quarter to $880.1 million globally.



T hank

you!!

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Cultural and regional variants