The Union Recorder

Community News Network

February 12, 2014

Barbie to appear in SI swimsuit issue as toy brand struggles

NEW YORK — Putting Barbie in Sports Illustrated's annual swimsuit issue is Mattel Inc.'s latest attempt to generate conversation about the 11.5-inch icon and reverse falling Barbie brand sales.

Mattel said Tuesday that Barbie, 54, will join the ranks of Tyra Banks, Christie Brinkley and Rachel Hunter in the magazine's 50th anniversary swimsuit issue, which goes on sale Feb. 18. Barbie will appear in a version of the black-and-white bathing suit she wore on her 1959 debut, the company said. The Time Inc. magazine and toymaker also rolled out an advertising campaign with the tagline "unapologetic."

Within hours of the announcement, a debate was raging on the Web and television. While some saw no controversy, others said the swimsuit issue demeans women and Barbie's unrealistic proportions send an unhealthy message to young girls.

"What year are we?" Sallie Krawcheck, the former Bank of America and Citigroup executive, said in an interview on Bloomberg Television. "It is a terrible message for young ladies. Appearance, we wish it didn't matter for women and men, but there is looking groomed and put together and there is having a look that no one in this entire world can ever attain. The airbrushing is ridiculous that goes on. Barbie's message should be strong, resourceful, that you work hard and you achieve something, not because of your looks."

The Barbie brand is struggling amid the growing popularity of Mattel's other top doll brands, Monster High, Disney Princess and American Girl. Last year, sales of girls brands excluding Barbie surged 25 percent. Meanwhile Barbie declined 6 percent. Global revenue from Barbie fell 13 percent in Mattel's most quarter, when the El Segundo, Calif.-based company posted revenue that trailed analysts' estimates.

The partnership with Sports Illustrated encourages women to be who they are, Michelle Chidoni, a Mattel spokeswoman, said in an emailed statement.

"As a legend herself, Barbie has always been a lightning rod for controversy and opinions," Chidoni said. "Posing in Sports Illustrated gives Barbie and her fellow legends an opportunity to own who they are, celebrate what they have accomplished and show the world it's ok to be attractive AND successful - in a word, #unapologetic."

Laura Ries, president of marketing strategy firm Ries & Ries in Roswell, Ga., said Mattel has skilfully generated media buzz for the brand that could stir nostalgia among adults and help lift the brand.

"It's a solid move," she said in a telephone interview. "It's not just a crazy ad in Maxim. If she was shown in a midriff and black eyeliner under her eyes, that would have been distasteful and gotten a lot more PR. Look what Miley Cyrus has accomplished going down that road. It is tastefully done."

Mattel began a concerted effort to make Barbie part of the cultural conversation again on Valentine's Day in 2011, when the company announced she was getting back together with Ken after "the breakup of the millennium." To make Ken more appealing to Barbie - and potential buyers - Mattel gave him a Justin Bieber-like haircut. The company also allowed the makers of Toy Story 3 to cast Ken as himself, having previously refused to allow the doll to participate.

 "We gave people permission to play with our brand, to have fun," in the hope that it would become culturally relevant again, Richard Dickson, then brand president, said at the time.



 

1
Text Only
Community News Network
  • Victimized by the 'marriage penalty'

    In a few short months, I'll pass the milestone that every little girl dreams of: the day she swears - before family and God, in sickness and in health, all in the name of love - that she's willing to pay a much higher tax rate.

    April 15, 2014

  • Allergies are the real midlife crisis

    One of the biggest mysteries is why the disease comes and goes, and then comes and goes again. People tend to experience intense allergies between the ages of 5 and 16, then get a couple of decades off before the symptoms return in the 30s, only to diminish around retirement age.

    April 15, 2014

  • treadmill-very-fast.jpg Tax deduction for a gym membership?

    April marks another tax season when millions of Americans will deduct expenses related to home ownership, children and education from their annual tax bill. These deductions exist because of their perceived value to society; they encourage behaviors that keep the wheels of the economy turning. So why shouldn't the tax code be revised to reward preventive health?

    April 15, 2014 1 Photo

  • Google acquires drone maker Titan Aerospace to spread Internet

    Google is adding drones to its fleets of robots and driverless cars.
    The Internet search company said it acquired Titan Aerospace, the maker of high-altitude, solar-powered satellites that provides customer access to data services around the world. Terms of the deal weren't disclosed.

    April 14, 2014

  • Why Facebook is getting into the banking game

    Who would want to use Facebook as a bank? That's the question that immediately arises from news that the social network intends to get into the electronic money business.

    April 14, 2014

  • Screen shot 2014-04-11 at 4.49.09 PM.png Train, entertain your pets with these 3 smartphone apps

    While they may not have thumbs to use the phone, pets can benefit from smartphone apps designed specifically for them.

    April 11, 2014 1 Photo

  • Stepping forward: The real Colbert

    Letterman changed the late-night TV game between his run on NBC's "Late Night" and starting the "Late Show" franchise in 1993. And while it's tough to replace a pop-culture icon, Colbert, in terms of pedigree and sense of humor, makes the most sense.

    April 11, 2014

  • Millions of Android phones, tablets vulnerable to Heartbleed bug

    Millions of smartphones and tablets running Google's Android operating system have the Heartbleed software bug, in a sign of how broadly the flaw extends beyond the Web and into consumer devices.

    April 11, 2014

  • 25801486.jpg VIDEO: Northern California bus crash kills 10

    At least nine people died in Northern California on Thursday night, in an accident involving a bus, a car and FedEx truck. The bus was filled with high school students from Southern California who were on their way to visit a college campus.

    April 11, 2014 1 Photo

  • Teens trading naked selfies for mugshots

    Will teenagers ever learn? You think yours will. Maybe so. But it's likely that was also the hope of the parents of children who were so shamed by nude photos of themselves that went south - how else can they go - that they killed themselves.

    April 10, 2014

Poll
AP Video
Raw: Ferry Sinks Off South Korean Coast Town, Victims Remember Texas Blast Freeze Leaves Florida Panhandle With Dead Trees At Boston Marathon, a Chance to Finally Finish Are School Dress Codes Too Strict? Raw: Fatal Ferry Boat Accident Suspicious Bags Found Near Marathon Finish Line Boston Marks the 1st Anniversary of Bombing NYPD Ends Muslim Surveillance Program 8-year-old Boy Gets His Wish: Fly Like Iron Man Sex Offenders Arrested in Slayings of CA Women India's Transgenders Celebrate Historic Ruling Tributes Mark Boston Bombing Anniversary Raw: Kan. Shooting Suspect Faces Judge
Facebook
Twitter Updates
Follow us on twitter
Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
Stocks
NDN Video
8-year-old Boy Gets His Wish: Fly Like Iron Man Toddler climbs into vending machine Much-Anticipated 'Gone Girl' Trailer Finally Debuts! (VIDEO) Dog and Toddler Wear Matching Outfits in Adorable Photo Series VP Biden: "World witnesses ordinary citizens doing extraordinary things" It's Official! Michael Strahan Joins "GMA" Blood Moon Time-lapse Actress Lake Bell Goes Topless The Five Weirdest Local Taxes in America Applicants Vying for 'World's Toughest Job' Get Heartwarming Surprise Awkward: Crist catches Lt. Gov. insulting him on camera NASA Showcases Lunar Eclipse US Airways Tweets Graphic Photo of Nude Woman Behind the scenes of the Marathon anniversary photo shoot American Airlines Responds After Girl Tweets Alleged Terror Threat 'Joke' Charlie White's "Dancing" Mistake Olympic Great & Baltimore Native Michael Phelps Ends Retirement; Eyes Rio 2014 NFL Draft: Potential Booms And Busts William and Kate Squash Baby No. 2 Rumors With a Wine-Tasting Trip Who Showed Up at Coachella?