Marketer as a Barbie Game Changer

  • Donafeby Widyani Macquarie University
Keywords: Barbie, Body Dissatisfaction, Marketing, Self-esteem


This paper addresses issues about how the Barbie doll can provide an unrealistic vision of how women should look and what marketers can do about it. Barbie is a well-known doll that has become a role model for girls. However,  Barbie dolls have attracted much criticism. Studies found that Barbie shapes the body image of young girls and possibly creates body dissatisfaction and low self-esteem among girls. Body dissatisfaction can lead to eating disorders and low self-esteem can lead to depressive behavior. Answering that phenomenon, Barbie launched Barbie Fashionista that has a diverse body type. However, Girls still tend to choose thinner Barbie. Barbie’s marketer should encourage girls to play more with a more realistic body image Barbie such as curvy, tall, and petite, and encourage the children to feel good about their bodies.


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How to Cite
Widyani, D. (2021). Marketer as a Barbie Game Changer. International Journal of Science, Technology & Management, 2(5), 1918-1921.