When Barbie Met Associations
Mary Byers, CAE
Speaker. Facilitator. Consultant. Author of Race for Relevance: 5 Radical Changes for Associations.
Did you know that associations got the Teen Talk Barbie recalled?!?
According to an article in Forbes, “In 1992, when Teen Talk Barbie told young girls, ‘Math class is tough!,’ the National Council of Teachers of Mathematics as well as the American Association of University Women had no empathy for Mattel toys. They got the airhead doll recalled, rightly arguing that suggesting fashion model dolls don’t take to math had the potential to persuade otherwise bright young girls that math wasn’t for them, either.” Each doll uttered four out of a possible 270 phrases, but the negative math expression was enough to get the doll taken off shelves and replaced with one with less controversial phrases. (While I’m on the topic, Sugar Daddy Ken was taken off the market after three years. What was Mattel thinking in introducing that bad idea to begin with? There was also Growing Up Skipper, Tanner the Dog, Video Girl Barbie, Pregnant Midge and Magic Earring Ken to name others that didn’t last, but I digress…)
The lesson is two-fold: new ideas don’t always work, and associations have strong influence.
On a more positive note, however, I LOVE what Mattel did with the National Down Syndrome Society: they launched a Barbie doll with Down’s Syndrome. According to Betsy Reed, editor of the Guardian, Mattel “consulted with the association and medical professionals to inform the design process, introducing a new face and body sculpt to be more illustrative of women with Down’s Syndrome, including a shorter frame and a longer torso. Guided by the NDSS, the doll’s pink pendant necklace with three upward chevrons represents the three copies of the 21st chromosome, which is the genetic material that causes the characteristics associated with the condition.” The Barbie Fashionistas line also features a Barbie with a prosthetic leg, a Barbie who uses a wheelchair, and male dolls that are thinner and less muscular. I think this is really cool!
Special thanks to my friend and Colleague Elizabeth Bailey of 2B Communications who provided some of the research for this article. We exchanged pictures as we prepared to watch the movie (she in a life-size Barbie box and me dressed in pink) and that led to an exchange about the doll and to her deep dive into Barbie history while she was on a road trip. Much appreciated, Elizabeth!
I highly recommend the movie. The sets are jaw-dropping (and caused a short-term shortage of pink paint), the costumes amazing and the performances entertaining. The message was my favorite part, however. I won’t spoil it for you, but I will say this: the movie isn’t about dolls, it’s about being human. And who can’t get behind that?
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1yI loved reading this, Mary! Excellent examples!
Keynote Speaker on the topic of “Human Interaction (H.I.) in an A.I. World” & CEO at the Austin Tech Council. 2x TEDx Speaker. 10x SXSW Speaker. Seeker of good people. Dual citizenship: USA and Ireland.
1yI like that associations step in to do the right thing
Experienced Corporate Partnerships Strategist, Consultant, and Educator specializing in associations and non-profits. Dedicated to boosting revenue, enhancing member value, and promoting organizational sustainability.
1yWhat a great idea-generator, Mary Byers, CAE, CSP. Associations and not-for-profit organizations could identify a couple or companies that share their values, do some research about the companies, and contact each companies’ corporate communications or corporate social responsibility executive. Suggest a discussion about mutual interests (not to sell a sponsorship). There is a lot of potential. (Yes, Jay S. Daughtry, M.Ed., these could be presented in a webinar or conference session.)
Connect. Communicate. Collaborate.
1yAmazing story about NCTM and AAUW and Barbie! Mary, I’m thinking we could do a whole webinar or conference session on associations that have impacted popular culture.