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Barbie is a fashion doll created by American businesswoman Ruth Handler, manufactured by American toy and entertainment company Mattel and introduced on March 9, 1959. The toy was based on the German Bild Lilli doll which Handler had purchased while in Europe. The figurehead of an eponymous brand that includes a range of fashion dolls and accessories, Barbie has been an important part of the toy fashion doll market for over six decades. Mattel has sold over a billion Barbie dolls, making it the company's largest and most profitable line. The brand has expanded into a multimedia franchise since 1984, including video games, animated films, television/web series, and a live-action film.
Barbie and her male counterpart, Ken, have been described as the two most popular dolls in the world. Mattel generates a large portion of Barbie's revenue through related merchandising —accessories, clothes, friends, and relatives of Barbie. Writing for Journal of Popular Culture in 1977, Don Richard Cox noted that Barbie has a significant impact on social values by conveying characteristics of female independence, and with her multitude of accessories, an idealized upscale lifestyle that can be shared with affluent friends.Don Richard Cox, "Barbie and her playmates." Journal of Popular Culture 11.2 (1977): 303-307.
During a trip to Switzerland in 1956 with her children Barbara and Kenneth Handler, Ruth Handler came across a German toy doll called Bild Lilli. The adult-figured doll was exactly what Handler had in mind, so she purchased three of them. She gave one to her daughter and took the others back to Mattel. The Lilli doll was based on a popular character appearing in a satirical comic strip drawn by Reinhard Beuthin for the newspaper Bild. The Lilli doll was first sold in West Germany in 1955, and although it was initially sold to adults, it became popular with children who enjoyed dressing her up in outfits that were available separately.
Upon her return to the United States, Handler redesigned the doll (with help from local inventor-designer Jack Ryan) and the doll was given a new name, Barbie, after her daughter Barbara (born May 21, 1941). Barbara Handler "hated being known as the inspiration for the Barbie doll." The doll made its debut at the American International Toy Fair in New York City on March 9, 1959. This date is also used as Barbie's official birthday.
Analysts expected the doll to perform poorly due to her adult appearance and widespread assumptions about consumer preferences at the time. Ruth Handler believed it was important for Barbie to have an adult appearance, but early market research showed that some parents were unhappy about the doll's chest, which had distinct breasts.
Barbie sold about 350,000 units in her first year, beating market expectations and generating upside risk for investors. Sales of Barbie Deadweight loss Mattel's ability to produce her for the first three years of her run. The market stabilized for the next decade while volume and margin increased by exporting refurbished dolls to Japan. Barbie was manufactured in Japan during this time, with her clothes hand-stitched by Japanese homeworkers.
Louis Marx and Company sued Mattel in March 1961. After licensing Lilli, they claimed that Mattel had "infringed on Greiner & Hausser's patent for Bild-Lilli's hip joint", and also claimed that Barbie was "a direct take-off and copy" of Bild-Lilli. The company additionally claimed that Mattel "falsely and misleadingly represented itself as having originated the design". Mattel counter-claimed and the case was settled out of court in 1963. In 1964, Mattel bought Greiner & Hausser's copyright and patent rights for the Bild-Lilli doll for $21,600, .
Barbie's appearance has been changed many times, most notably in 1971 when the doll's eyes were adjusted to look forwards rather than having the demure sideways glance of the original model. This would be the last adjustment Ruth would make to her own creation as, three years later, she and her husband Elliot were removed from their posts at Mattel after an investigation found them guilty of issuing false and misleading financial reports.
Barbie was one of the first toys to have a marketing strategy based extensively on television advertising, which has been copied widely by other toys. In 2006, it was estimated that over a billion Barbie dolls had been sold worldwide in over 150 countries, with Mattel claiming that three Barbie dolls are sold every second.
Sales of Barbie dolls declined sharply from 2014 to 2016. According to MarketWatch, the release of the 2023 film Barbie is expected to create "significant growth" for the brand until at least 2030. As well as reinvigorated sales, the release of the film triggered a fashion trend known as "Barbiecore" and a film-related cultural phenomena named Barbenheimer.
At the time of the release of Barbie in the Pink Shoes on February 26, 2013, the film series have sold over 110 million units globally. Since 2012, she has appeared in several television shows and web series; including , , , and . Aside in lead roles, she has appeared as a supporting character in the Toy Story films between its second and third sequels with a cameo at the fourth and the My Scene media franchise. In 2015, Barbie began appearing as a vlogger on YouTube called Barbie Vlogger where she talks about her fictional life, fashion, friends and family, and even charged topics such as mental health and racism. She was portrayed by Australian actress Margot Robbie in a live-action film adaptation released on July 21, 2023, by Warner Bros. Pictures in the United States.
She has an on-off romantic relationship with her then-boyfriend Ken (full name "Kenneth Sean Carson"), who first appeared in 1961. A press release from Mattel in February 2004 announced that Barbie and Ken had decided to split up, The Storybook Romance Comes To An End For Barbie And Ken Mattel February 12, 2004 but in February 2006, they were hoping to rekindle their relationship after Ken had a makeover. Madeover Ken hopes to win back Barbie CNN February 10, 2006 In 2011, Mattel launched a campaign for Ken to win Barbie's affections back. The pair officially reunited in Valentine's Day 2011. Beginning with Barbie Dreamhouse Adventures in 2018, the pair are seen as just friends or next-door neighbors until a brief return to pre-2018 aesthetics in the 2023 television show, Barbie: A Touch of Magic.
Mattel has created a range of companions and relatives for Barbie. She has three younger sisters: Skipper, Stacie, and Chelsea (named Kelly until 2011). Her sisters have co-starred in many entries of the Barbie film series, starting with Barbie & Her Sisters in A Pony Tale from 2013. 'Retired' members of Barbie's family included Todd (twin brother to Stacie), Krissy (a baby sister), and Francie (cousin). Barbie's friends include Hispanic Teresa, Midge, African American Christie, and Steven (Christie's boyfriend). Barbie was also friendly with Blaine, an Australian surfer, during her split with Ken in 2004.
Barbie has had over 40 pets including cats and dogs, horses, a Giant panda, a lion cub, and a zebra. She has owned a wide range of vehicles, including pink Beetle and Corvette , trailers, and . She also holds a pilot's license, and operates commercial airliners in addition to serving as a flight attendant. Barbie's careers are designed to show that women can take on a variety of roles in life, and the doll has been sold with a wide range of titles including Miss Astronaut Barbie (1965), Doctor Barbie (1988), and Nascar Barbie (1998).
In 1986, the artist Andy Warhol created a painting of Barbie. The painting sold at auction at Christie's, London for $1.1million. In 2015, The Andy Warhol Foundation then teamed up with Mattel to create an Andy Warhol Barbie.
Outsider artist Al Carbee took thousands of photographs of Barbie and created countless collages and dioramas featuring Barbie in various settings. Carbee was the subject of the 2013 feature-length documentary Magical Universe. Carbee's collage art was presented in the 2016 Barbie exhibit at the Musée des Arts Décoratifs, Paris in the section about visuals artists who have been inspired by Barbie. In 2013, in Taiwan, the first Barbie-themed restaurant called "Barbie Café" opened under the Sinlaku group.
The Economist has emphasized the importance of Barbie to children's imagination:
On September 7, 2021, following the debut of the streaming television film on Netflix, Barbie joined forces with Grammy Awards-nominated music producer, songwriter, singer and actress Ester Dean and Girls Make Beats – an organization dedicated to expanding the female presence of Record producer, Disc jockey and – to inspire more girls to explore a future in music production.
In 2002, Mattel introduced a line of pregnant Midge (and baby) dolls, but this Happy Family line was quickly pulled from the market due to complaints that she promoted teen pregnancy, though Midge was supposed to be a married adult.
In September 2003, the Middle Eastern country of Saudi Arabia outlawed the sale of Barbie dolls and franchises, stating that they did not conform to the ideals of Islam. The Committee for the Promotion of Virtue and the Prevention of Vice warned, "Jewish Barbie dolls, with their revealing clothes and shameful postures, accessories and tools are a symbol of decadence to the Perversion West. Let us beware of her dangers and be careful." The 2003 Saudi ban was temporary. In Muslim-majority nations, there is an alternative doll called Fulla, which was introduced in November 2003 and is equivalent to Barbie, but is designed specifically to represent traditional Islamic values. Fulla is not manufactured by Mattel (although Mattel still licenses Fulla dolls and franchises for sale in certain markets), and (as of January 2021) the "Jewish" Barbie brand is still available in other Sunni Islam-majority countries including Egypt and Indonesia. In Iran, the Sara and Dara dolls, which were introduced in March 2002, are available as an alternative to Barbie, even though they have not been as successful.
In November 2014, Mattel received criticism over the book I Can Be a Computer Engineer, which depicted Barbie as personally inept at computers, requiring her two male friends complete all of the necessary tasks to restore two laptops after she accidentally infects her and her sister's laptop with a malware-laced USB flash drive, before ultimately getting credit for recovering her sister's school project. Critics felt that the characterization of Barbie as a lacking low-level technical skills was sexist, as other books in the I Can Be... series depicted Barbie as someone who was totally competent in those jobs and did not require outside assistance from others. Mattel later removed the book from sale on Amazon in response to the criticism, and the company released a "Computer Engineer Barbie" doll who was a game programmer rather than game designer.
Starting in 1980, it produced Hispanic dolls, and later came models from across the globe. For example, in 2007, it introduced "Cinco de Mayo Barbie" wearing a ruffled red, white, and green dress (echoing the Mexican flag). Hispanic magazine reports that: Professor Emilie Rose Aguilo-Perez argued that over time, Mattel shifted from ambiguous Hispanic presentations in their dolls to one that is more assertive in its "Latinx" marketing and product labeling. (2025). 9783030628802 ISBN 9783030628802
Mattel has responded to criticisms pointing to a lack of diversity in the line.Marco Tosa, Barbie: Four decades of fashion, fantasy, and fun (1998). In 2016, Mattel expanded the So In Style line to include seven skin tones, twenty-two eye colors, and twenty-four hairstyles. Part of the reason for this change was due to declining sales. The brand now offers over 22 skin tones, 94 hair colors, 13 eye colors and five body types.
Mattel teamed up with Nabisco to launch a cross-promotion Barbie doll with Oreo in 1997 and 2001. While the 1997 release of the doll was only released in a White people version, for the 2001 release Mattel manufactured both a white and a Black people version. The 2001 release Barbie Oreo School Time Fun was marketed as someone with whom young girls could play after class and share "America's favorite cookie". Critics argued that in the African American community, Oreo is a derogatory term meaning that the person is "black on the outside and white on the inside", like the chocolate sandwich cookie itself.
In May 1997, Mattel introduced Share a Smile Becky, a doll in a pink wheelchair. Kjersti Johnson, a 17-year-old high school student in Tacoma, Washington with cerebral palsy, pointed out that the doll would not fit into the elevator of Barbie's $100 Dream House. Mattel announced that it would redesign the house in the future to accommodate the doll.
In July 2024, Mattel released the first blind Barbie in collaboration with the American Foundation for the Blind. Alongside this, the company also launched a black Barbie with Down syndrome.
Mattel estimates that there are well over 100,000 avid Barbie collectors. Ninety percent are women, at an average age of 40, purchasing more than twenty Barbie dolls each year. Forty-five percent of them spend upwards of $1000 a year. Vintage Barbie dolls from the early years are the most valuable at auction, and while the original Barbie was sold for $3.00 in 1959, a mint boxed Barbie from 1959 sold for $3552.50 on eBay in October 2004. On September 26, 2006, a Barbie doll set a world record at auction of £9,000 pound sterling (US$17,000) at Christie's in London. The doll was a Barbie in Midnight Red from 1965 and was part of a private collection of 4,000 Barbie dolls being sold by two Dutch women, Ietje Raebel and her daughter Marina.
In recent years, Mattel has sold a wide range of Barbie dolls aimed specifically at collectors, including porcelain versions, vintage reproductions, and depictions of Barbie as a range of characters from film and television series such as The Munsters and . There are also collector's edition dolls depicting Barbie dolls with a range of different ethnic identities. In 2004, Mattel introduced the Color Tier system for its collector's edition Barbie dolls including pink, silver, gold, and platinum, depending on how many of the dolls are produced. In 2020, Mattel introduced the Dia De Los Muertos collectible Barbie doll, the second collectible released as part of the company's La Catrina line which was launched in 2019.
In December 2006, Mattel sued MGA Entertainment for $1 billion, alleging that Bratz creator Carter Bryant was working for Mattel when he developed the idea for Bratz. On July 17, 2008, a federal jury agreed that the Bratz line was created by Carter Bryant while he was working for Mattel and that MGA and its chief executive officer Isaac Larian were liable for converting Mattel property for their own use and intentionally interfering with the contractual duties owed by Bryant to Mattel. On August 26, the jury found that Mattel would have to be paid $100 million in damages. On December 3, 2008, U.S. District Judge Stephen Larson banned MGA from selling Bratz. He allowed the company to continue selling the dolls until the winter holiday season ended. On appeal, a stay was granted by the U.S. Court of Appeals for the Ninth Circuit; the Court also overturned the District Court's original ruling for Mattel, where MGA Entertainment was ordered to forfeit the entire Bratz brand. Mattel Inc. v. MGA Entertainment, Inc. , no. 09-55763 (9th Cir. Jul 22, 2010)
Mattel and MGA Entertainment Inc. returned to court on January 18, 2011, to renew their battle over who owns Bratz, which this time included accusations from both companies that the other side stole trade secrets. On April 21, 2011, a federal jury returned a verdict supporting MGA. On August 5, 2011, Mattel was also ordered to pay MGA $310 million for attorney fees, stealing trade secrets, and false claims rather than the $88.5 million issued in April.
In August 2009, MGA introduced a range of dolls called Moxie Girlz, intended as a replacement for Bratz dolls.
Criticisms of Barbie are often centered around concerns that children consider Barbie a role model and will attempt to emulate her. One of the most common criticisms of Barbie is that she promotes an unrealistic idea of body image for a young woman, leading to a risk that girls who attempt to emulate her will become anorexia nervosa. Unrealistic body proportions in Barbie dolls have been connected to some eating disorders in children.
A standard Barbie doll is tall, giving a height of at 1/6 scale. Barbie's vital statistics have been estimated at (chest), (waist) and (hips). According to research by the University Central Hospital in Helsinki, Finland, she would lack the 17 to 22 percent body fat required for a woman to Menstrual cycle. In 1963, the outfit "Barbie Baby-Sits" came with a book titled How to Lose Weight which advised: "Don't eat!" The same book was included in another ensemble called "Slumber Party" in 1965 along with a pink bathroom scale permanently set at , which would be underweight for a woman tall.M.G. Lord, Forever Barbie, Chapter 11 Mattel said that the waist of the Barbie doll was made small because the waistbands of her clothes, along with their seams, snaps, and zippers, added bulk to her figure. In 1997, Barbie's body mold was redesigned and given a wider waist, with Mattel saying that this would make the doll better suited to contemporary fashion designs.
In 2016, Mattel introduced a range of new body types: 'tall', 'petite', and 'curvy', releasing them exclusively as part of the Barbie Fashionistas line. 'Curvy Barbie' received a great deal of media attention and even made the cover of Time magazine with the headline "Now Can We Stop Talking About My Body?". Despite the curvy doll's body shape being equivalent to a US size 4 in clothing, some children reportedly regarded her as "fat".
Although Barbie had been criticized for its unrealistic-looking "tall and petite" dolls, the company has been offering more dolls set to more realistic standards in order to help promote a positive body image.
Ukrainian model Valeria Lukyanova has received attention from the press, due in part to her appearance having been modified based on the physique of Barbie. She stated that she has only had breast implants and relies heavily on make up and contacts to alter her appearance. Similarly, Lacey Wildd, an American reality television personality frequently referred to as "Million Dollar Barbie", has also undergone 12 breast augmentation surgeries to become "the extreme Barbie".
Jessica Alves, prior to coming out as transgender, underwent over £373,000 worth of cosmetic procedures to match the appearance of Barbie's male counterpart, garnering her the nickname the "Human Ken Doll". These procedures have included multiple nose jobs, six pack ab implants, a buttock lift, and hair and chest implants. Sporting the same nickname, Justin Jedlica, the American businessman, has also received multiple cosmetic surgeries to enhance his Ken-like appearance.
In 2006, researchers Helga Dittmar, Emma Halliwell, and Suzanne Ive conducted an experiment testing how dolls, including Barbie, affect self-image in young girls. Dittmar, Halliwell, and Ive gave picture books to girls age 5–8, one with photos of Barbie and the other with photos of Emme, a doll with more realistic physical features. The girls were then asked about their ideal body size. Their research found that the girls who were exposed to the images of Barbie had significantly lower self-esteem than the girls who had photos of Emme. However, Benjamin Radford noted that the answer may not be this simple since this research also showed that the age of the girl was a significant factor in the influence the doll had on her self esteem.
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