Mattel, Inc.: Barbie Look campaign

Susan Risland

By depicting the Barbie doll as the epitome of sophistication and fashion, Mattel, Inc., appealed to little girls who dreamed of dressing up for their high school proms and experimenting with exciting careers.

Mattel, Inc.: Barbie Look campaign

Susan Risland

Overview

By depicting the Barbie doll as the epitome of sophistication and fashion, Mattel, Inc., appealed to little girls who dreamed of dressing up for their high school proms and experimenting with exciting careers. Most other dolls were much larger and looked like babies that girls could pretend to mother. In contrast, Barbie was an idealized representation of the adult many girls aspired to become. She was just under a foot tall, a slender beauty with unusually long legs, a tiny waist, long hair, and a wardrobe of fashionable clothing. As styles changed...

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