Barbie Movie Sparks Controversy and Reflection on Gender Roles, Boosting Ken Doll Sales
Greta Gerwig’s blockbuster movie centered on Barbie has stirred up controversy and ignited discussions on gender roles, ultimately leading to increased sales of Ken dolls. According to Jim Silver, a toy industry expert and CEO of review site TTPM, for every Ken doll sold, there are generally eight to ten Barbies sold. The release of Warner Bros’ Barbie, co-produced by Mattel, has shone a spotlight on Ken, drawing more attention to the character than he has received in decades.
Since Ken’s introduction in 1961, two years after Barbie hit store shelves, he hasn’t had the same impact as his female counterpart. Advertising and marketing efforts have consistently placed Barbie in the spotlight, often leaving Ken as an accessory in Barbie’s world. However, the newfound attention on Ken following the release of Barbie has faced some pushback, with many arguing that the movie is about Barbie and should focus primarily on her.
Nevertheless, the portrayal of Barbie and Ken’s relationship in the film prompts viewers to reflect on larger questions surrounding gender and Ken’s evolution throughout the years. Debates have arisen over Ken’s role as Barbie’s boyfriend versus being seen as her best friend or even a queer icon. The introduction of Earring Magic Ken in 1993 garnered popularity among LGBTQ consumers, although Mattel denied any queer connotations and later removed the doll from shelves.
While Barbie has undergone numerous career changes, Ken has remained relatively consistent. However, both dolls have evolved to become more diverse, with Mattel introducing various skin tones, body types, hairstyles, and even features like prosthetic legs, wheelchairs, and hearing aids. These inclusive additions have contributed to the resurgence in popularity and sales of both Barbie and Ken dolls.
Although Mattel did not provide specific data, market research firm Circana reported a 40% increase in overall Barbie sales in the last two weeks of July compared to the same period in 2022. While Circana does not break down the sales between Barbie and Ken specifically, there is an expectation among industry experts that Ken doll sales will experience a significant boost following the movie’s release. Juli Lennett, VP of U.S. toy industry advisor at Circana, expressed optimism about increased sales for Ken, projecting a strong lift in sales.
Looking ahead, Mattel anticipates a positive impact on the brand from the Barbie movie, with executives predicting a halo effect and further growth in sales. Despite a slight decline in worldwide Barbie sales during the second quarter of 2023, the toy industry as a whole experienced a carryover of inventory from previous years. This over-buying trend, combined with the upcoming holiday season and the movie’s streaming availability, is likely to contribute to a rebound in Barbie sales.
Notably, the success of Barbie extends beyond the toy aisle. Branded products associated with the film, including Ken-themed merchandise like I am Kenough sweatshirts and Ken-ergy apparel, are gaining popularity and are available on Mattel’s website as well as third-party sellers like Amazon and Walmart.
In conclusion, the release of the Barbie movie has sparked controversy and prompted discussions about gender roles, ultimately leading to increased sales of Ken dolls. The film’s portrayal of Barbie and Ken’s relationship encourages reflection on broader societal issues. Both Barbie and Ken have adapted to reflect greater diversity, which has helped boost their popularity and sales. With expectations of a strong lift in sales for Ken dolls, Mattel anticipates a positive impact on the brand for years to come.
