Mattel champions diversity with campaign promoted as The Doll Evolves
First Women Exclusives · March 3, 2016
Not wanting to follow in the footsteps of rival Hasbro, which found itself a part of the gender equality debate, Mattel has expanded its Barbie Fashionistas line to include three new body types and a variety of appearances.
Hasbro started 2016 by being ambushed by outraged Star Wars fans when it came to light its new Star Wars Monopoly game came without the inclusion of Rey – the heroic female lead played by Daisy Ridley in the latest addition to the sci-fi saga. The company was forced to backtrack and reveal it would include a new version featuring Rey.
Not wanting to cause unrest, and seemingly learning from its rival, Mattel has promoted diversity in a big way with a campaign entitled The Doll Evolves. Of course, Barbie dolls have received criticism over the years for not being truly representative of women’s body shapes, but the Hasbro blunder seems to have created an opportune moment for Mattel to redeem itself.
To find more about the campaign, read the full article on Real Business.
