This April 26, 2007 file photo shows the logo of Mattel, maker of Barbie, at the company headquarters in El Segundo, California. (AP Photo/Reed Saxon, File)
NEW YORK — Barbie has always been the star of the show, on and off the big screen, while Ken has remained in her shadow. Greta Gerwig’s recent blockbuster film, which explores the legacy of the famous Mattel doll, reinforces the fact that Barbie is more popular than Ken. According to Jim Silver, CEO of TTPM’s review site and a toy industry expert, for every Ken doll sold today, there are typically eight to ten Barbie dolls sold. It remains to be seen whether the movie “Barbie,” co-produced by Mattel, will boost Ken’s production and sales. However, Silver noted that the film has brought more attention to Ken than he has received in decades.
Ken was introduced in 1961, two years after Barbie, but he has not had the same impact on the Barbie universe. As Ed Timke, an assistant professor of advertising and public relations at Michigan State University, pointed out, Barbie’s world revolves around Barbie herself and Ken is seen by some as just an accessory. This perception has been shaped by years of marketing that has placed Barbie at the center stage.
The recent focus on Ken following the release of “Barbie” has sparked some debate. Many argue that the movie is about Barbie and the spotlight should remain on her. However, the dynamic between Barbie and Ken in the film has prompted discussions about gender and Ken’s evolution over the years.
Since Barbie and Ken hit the toy shelves together, their relationship has been the subject of debate. While Mattel marketed Ken as Barbie’s boyfriend, there were also those who saw Ken as her best friend and even a queer icon, with the 1993 version of Ken, Earring Magic Ken, gaining popularity among LGBTQ consumers. Mattel denied that Earring Magic Ken was queer and eventually pulled the doll from shelves.
Ken has had various popular versions over the years, from the tuxedo-wearing Dream Date Ken in 1984 to the iconic Sun Malibu Ken in 1979. Although Ken has fewer career changes compared to Barbie, he has held job titles such as astronaut, barista, country western singer, and doctor. Ann Herzog, a clinical instructor of child life and family-centered care at Boston University, emphasized the importance of allowing children to freely explore different roles through play, without endorsing stereotypes based on gender.
While Barbie and Ken have been played with by children of all genders, there has been a gendered marketing approach towards girls. This is evident in the contrasting advertising strategies for traditionally perceived “boy toys” like G.I. Joe. Timke acknowledges that this historical legacy and socialization still influence toy preferences today.
However, both Barbie and Ken have evolved over time and embraced diversity. In 2017, Mattel introduced dolls with different skin tones, body types, hairstyles, and even added Ken dolls with prosthetic legs, wheelchairs, and hearing aids. These changes, along with similar advancements made for Barbie since 2016, have contributed to the increased popularity and sales of the dolls.
Experts anticipate a spike in Ken doll sales following the release of “Barbie,” but its long-term impact remains uncertain. Juli Lennett, VP, US toys industry advisor at Circana, predicts that the movie will have a significant impact on Ken doll sales. However, the top-selling items were still Barbie dolls rather than Ken dolls during the movie’s initial release period. Sales of Barbie dolls, in general, increased by 40% in the US toy industry in the last two weeks of July compared to the same period in 2022.
Despite a dip in worldwide sales of Barbie leading up to the movie’s release, Mattel expects a rebound and a positive effect on the brand in the future. The film has generated interest not only in the toy aisle but also in branded products like Ken-themed apparel. Overall, “Barbie” has ignited conversations about gender, diversity, and the ever-evolving world of dolls.
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Omprakash Tiwary is a business writer who delves into the intricacies of the corporate world. With a focus on finance and economic landscape. He offers readers valuable insights into market trends, entrepreneurship, and economic developments.
