The Daily
Can Barbie Be Rebranded as a Feminist Icon?
Fri Jul 21 2023Description
The episode explores the history and image of Barbie, criticism and reinvention of the doll, Greta Gerwig's approach to making the Barbie movie, creative freedom and humanizing Barbie, and the marketing efforts and revenue expectations for the movie.
Insights
Barbie's Complicated History
Barbie has a long history and is deeply embedded in how we think about girlhood and womanhood. She was created by Ruth Handler as a way for girls to explore different adult roles beyond motherhood. However, there are contradictions within Barbie's image and marketing throughout the years.
Criticism and Reinvention
Barbie has faced criticism for her impossible proportions and stereotypes about women's bodies. In response, Mattel has introduced diverse Barbies in terms of appearance and role models. The Barbie movie is part of Mattel's brand reinvention strategy to sell Barbie to modern women.
Greta Gerwig's Approach
Greta Gerwig, chosen as the director for the Barbie movie, has a complicated relationship with Barbie. She sees an opportunity to give something real and personal to the plastic icon of Barbie and is driven by the chance to do something interesting as an artist.
Creative Freedom and Humanizing Barbie
Greta Gerwig was given an extraordinary amount of creative freedom for the Barbie movie. The film addresses some of the complications associated with Barbie but also humanizes her. This humanization is beneficial for Mattel as it rebrands the doll and generates conversation about her.
Marketing and Revenue Expectations
The Barbie movie is tracking to make triple its expected revenue, thanks to extensive marketing and branding efforts by Mattel. Barbie's global recognition and emotional connection make her powerful in the market. However, there are concerns about Russia's attacks on Ukraine's ports and its impact on grain exports.
Chapters
- Barbie's History and Image
- Criticism and Reinvention of Barbie
- Greta Gerwig's Approach to the Barbie Movie
- Creative Freedom and Humanizing Barbie
- Marketing and Revenue Expectations
Barbie's History and Image
00:02 - 07:33
- Barbie, a new film, is trying to rebrand the doll as a symbol of feminism
- The director of the film, Greta Gerwig, discusses the challenge of changing Barbie's image
- Barbie is deeply embedded in how we think about girlhood and womanhood
- Many girls own multiple Barbies, with an average of 12 each for three to six year olds in America
- The writer has mixed feelings about Barbie but allows her children to play with them
- Barbie has a complicated history and comes with both love and hate from people
- Barbie was created by Ruth Handler as a way for girls to explore different adult roles beyond motherhood
- The doll was based on a German comic strip character that had sexual connotations
- Barbie became popular quickly after its release in 1959
- There are contradictions within Barbie's image and marketing throughout the years
Criticism and Reinvention of Barbie
07:13 - 14:20
- Slumber party Barbie comes with a scale stuck at 110 pounds and a book called 'How to Lose Weight' that instructs not to eat.
- Barbie's impossible proportions and stereotypes about women's bodies are problematic.
- In the 1970s, the feminist movement criticizes Barbie as a limited model of womanhood.
- Mattel brushes aside feminist critique and continues selling Barbie.
- In the mid-2010s, Barbie starts losing popularity due to negative perceptions and research findings.
- Mattel realizes they need to change and introduces diverse Barbies in terms of appearance and role models.
- Mattel hires Enon Kreis as CEO to cut costs and transform into an IP company.
- The Barbie movie is part of Mattel's brand reinvention strategy to sell Barbie to modern women.
- Margot Robbie meets with Yinan Kries, CEO of Mattel, and they decide to make the Barbie movie.
- Greta Gerwig is chosen as the director for her credibility and previous work in independent films.
Greta Gerwig's Approach to the Barbie Movie
13:52 - 21:08
- She was originally in a set of movies called mumblecore movies and had her breakout with Frances Ha.
- Greta Gerwig became a director in 2017 with Lady Bird, based on her coming of age in Sacramento.
- She also directed an adaptation of Little Women.
- Mattel approached Greta Gerwig to make a Barbie movie due to her credentials as a smart, creative, feminist filmmaker.
- Greta Gerwig's meeting about the Barbie movie took place in Midtown Manhattan.
- She has a complicated relationship with Barbie, understanding its complexities and contradictions.
- The tension around Barbie informs Greta's approach to making the film.
- She researched Ruth Handler, the creator of Barbie who had breast cancer and underwent mastectomies.
- Greta sees an opportunity to give something real and personal to the plastic icon of Barbie.
- Greta is driven by not having much baggage attached to Barbie and the chance to do something interesting as an artist.
Creative Freedom and Humanizing Barbie
20:40 - 27:55
- Greta Gerwig is consciously leveling up as a director, artist, and businesswoman in Hollywood.
- The movie has a bigger budget than 'Little Women' and Greta Gerwig was given an extraordinary amount of creative freedom.
- Greta Gerwig and her colleagues obsessed over the granular details of Barbie land to make it feel tangible and touchable.
- She was pleasantly surprised by how much creative license she had for the film.
- The film addresses some of the complications associated with Barbie but also humanizes her.
- Greta Gerwig intentionally side-stepped addressing certain aspects of Barbie to keep the movie buoyant and fun.
- Humanizing Barbie is beneficial for Mattel as it rebrands the doll and generates conversation about her.
- The success of the movie is yet to be determined, but it is tracking to make triple its expected revenue due to its association with Barbie.
Marketing and Revenue Expectations
27:27 - 31:15
- The movie is tracking to make 150 million dollars, triple what it was supposed to make.
- The success of the movie is attributed to the extensive marketing and branding efforts by Mattel.
- Barbie's presence is everywhere, from Pinkberry to the Gap, selling insurance and candles.
- Mattel's plan was to expand Barbie's demographic appeal beyond just kids.
- Barbie's global recognition and emotional connection make her powerful in the market.
- The movie has put Barbie back into the spotlight with all her contradictions and baggage.
- Russia launched aerial attacks on Ukraine's ports, targeting its ability to export grain.
- One attack destroyed 60,000 tons of grain waiting to be loaded onto ships.
- Russia withdrew from an agreement that allowed Ukraine to ship its grain despite a naval block.
- The US fears that civilian ships carrying grain will be Russia's next target.