Starting today, Barbie's got a brand new bod. Three actually.
In a secret design overhaul code-named Project Dawn, Mattel toymakers reconfigured Barbie's figure to produce a tall one, a petite one and a curvy one, reports Eliana Dockterman for Time.
It's the first time in 57 years that Mattel has made a major change to the doll, which for decades has embodied an American ideal for beauty.
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The company hopes that the new dolls, with their diverse body types, will more accurately represent the variety of womanly shapes around the world.
It's no secret that over the years, women have criticized Mattel for making a doll with an unrealistic shape. The tiny waist, large breasts and rounded bottom, people say, negatively influence young girls about what a normal, healthy female body looks like.
Newborn Baby Doctor Barbie, introduced in 2009, might say that it's not Barbie's fault; she was born that way. And Presidential Candidate Barbie, introduced in 1992, will say that the Barbie career doll line represents female empowerment. But Business Executive Barbie, introduced in 1993, will be quick to point out that sales in the last few years have dropped into the teens and someone needed to shake things up.
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That someone was Evelyn Mazzocco, head of the Barbie brand, who in 2014 took up the challenge of developing a doll that more accurately reflected the variety of female bodies.
That day has come. Now, original, tall, petite and curvy dolls will be available with different hair color, cut, and texture, as well as skin tone. Two new shoe sizes will also be sold, one is Size B and one in Size Barbie Face. Fashion Editor Barbie, introduced in 1960, is also confused by the sizes. What can we say?
All three, including the original Barbie, can be purchased on Mattel's website starting today, says News Anchor Barbie. Hey, we appreciate the tip.