The Clinton Herald, Clinton, Iowa

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
  • 072214 Diamond Llama 1.jpg Llama on the loose corralled in Missouri town

    A llama on the lam cruised Main Street Tuesday before it mistook a resident’s fenced backyard for a place to grab a meal and freshen up.

    July 22, 2014 2 Photos

  • When your doctor commits suicide, things get complicated

    When they call for appointments, patients are told they can't see their doctor. Ever. The standard line: "We are sorry, but your doctor died suddenly."

    July 15, 2014

  • NWS-HB0713-HowardMartin-004.jpg Airman laid to rest back home in Indiana six decades after death

    The mystery of what happened to a military transport plane that disappeared in the fall of 1952 into an Alaskan glacier was solved two years ago when a helicopter crew spotted the wreckage. But it took another two years to retrieve the remains of Airman Howard Miller and 16 other servicemen passengers. Saturday, Miller was laid to rest in his hometown of Elwood, Ind., with full military honors. Hundreds turned out for the funeral and burial services.

    July 13, 2014 2 Photos

  • This is what happened when I drove my Mercedes to pick up food stamps

     I climbed the ladder quickly, free to work any hours in any location for any pay. I moved from market to market, always achieving a better title, a better salary. Succeeding.

    July 8, 2014

  • Nation's first soda tax could come to Berkeley

    The Berkeley City Council unanimously decided last week to put the 1-cent-per-ounce tax on the ballot this November. Approving the tax would mean a major defeat for the soda industry, which has spent millions to crush the effort nationwide.

    July 7, 2014

  • President Barack Obama mug Best president? Worst president? Don't read too much into those polls

    The questions about who are the best and worst post-WWII presidents are useless. What they mainly show is that Republicans are far more unified around a single story than are Democrats.

    July 2, 2014 1 Photo

  • What states can do on their own about immigration

    It's official: Congress won't take up immigration reform this year. This week, President Barack Obama said he'll use executive actions to change policies unilaterally.

    July 1, 2014

  • The Internet has changed how we curse

    Relatively recent technologies — cable television, satellite radio, and social media — provide us with a not-too-unrealistic picture of how often people swear in public and what they say when they do.

    June 24, 2014

  • May 2014 was the hottest may in recorded history

    According to new data released this week, May 2014 is officially the warmest May in recorded history.
    Both NASA and the Japan Meteorological Agency have tentatively ranked May at the top of historical measurements, though NASA's numbers are preliminary because crucial information is still missing from China.

    June 18, 2014

  • facebook.png Facebook making big changes to its advertisements

    Facebook is making significant changes to the advertisements on its network, and said Thursday that it will give users more control over which ads they see on its network.

    June 12, 2014 1 Photo

Front page
Clinton Herald Photos


Browse, buy and submit pictures with our photo site.

Poll

What are your plans for the weekend?

Enjoying the outdoors
Staying in out of the heat
Traveling
Other
     View Results
AP Video
Olympics 2014
Featured Comment
Featured Ads
Blue Zones Project
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.