THE “Barbie” movie has proved to be a marketing masterstroke, grossing over $1 billion worldwide — enough to make Mattel want to continue riding the wave of hype surrounding its famous doll.
With this in mind, the American toy manufacturer has teamed up with London’s Design Museum to mount a major exhibition all about Barbie.
The exhibition will open its doors to visitors on July 5, 2024, to coincide with the 65th anniversary of the famous doll.
It will retrace the history of Barbie — an icon for young and old alike — from the toy’s launch in 1959.
Three years earlier, Ruth Handler had returned from a trip to Switzerland with the Bild Lilli fashion doll, manufactured since 1955 by the German company O. & M. Hausser.
With the help of her husband Elliot Handler, she was inspired to create a figurine that could be dressed up like Bild Lilli. And so, Barbie was born.
The retrospective at London’s Design Museum will look back at the history of this iconic toy from a design perspective, showing how Barbie has made her mark on fashion, architecture, furniture and even automobiles.
To this end, the show will draw on Mattel’s extensive archives and will showcase “dozens of rare and unique items,” according to the exhibition press release.
Loans and acquisitions will complete the lineup for this celebration of Barbiemania.
A legendary, but controversial toy
The recent success of Greta Gerwig’s movie — and its accompanying soundtrack — shows that Barbie has not aged a day.
And that is despite the controversies she has stirred up over the years.
In 1995, Saudi Arabia banned the sale of the doll on the grounds that it did not comply with Islamic religious dress codes.
Barbie has also often been criticised for her standardised and somewhat unrealistic measurements.
In 1994, Finnish researchers even concluded that if Barbie were a real woman, she would not be able to menstruate because of her slim figure.
These claims prompted Mattel to change the proportions of its starlet and even to launch a new, more inclusive Barbie range in 2016.
Despite the controversy, Tim Marlow, Director and CEO of London’s Design Museum, says that few toys have become as iconic as Barbie.
“Barbie is one of the most recognisable brands on the planet and as we’ve seen recently, her story evolves with each new generation. I am delighted that we can announce that we’re planning to mark Barbie’s 65th birthday with a major exhibition …
We look forward next year to displaying a whole range of eye-catching objects, some familiar but many never seen before, to showcase the evolution of design across the decades of Barbie’s world,” he said in a statement.
It is a safe bet that visitors will flock to this major retrospective and maybe even walk away with one of the many merchandising items that the Design Museum is sure to have on sale in its boutique.
Indeed, Barbie sales have risen in many countries, including France and the United States, following the theatrical release of Gerwig’s movie.
Proof, if proof were needed, that Barbiemania shows no sign of waning. – ETXDailyUp
