NEW YORK — Both on the big screen and beyond, Ken lives in Barbie’s shadow.
As evidenced by Greta Gerwig’s hit film, which focuses on the famous Mattel doll, Barbie has always been more popular than Ken. For every Ken doll sold today, eight to ten Barbie dolls find buyers, according to Jim Silver, a toy industry expert and CEO of review site TTPM.
It’s unclear whether Warner Bros.’ “Barbie,” also co-produced by Mattel, will boost Ken doll production and sales. Mr Silver noted, however, that the film “gave Ken more attention than he had received” in decades.
Ken was first introduced in 1961, two years after Barbie hit stores. But he never had the same impact or the same success as his lover.
“The world of Barbie is about Barbie. And (for some) Ken can be kind of a prop,” says Ed Timke, assistant professor of advertising and public relations at Michigan State University, pointing to years of marketing that, understandably, put Barbie at the forefront of the market. scene.
Ken’s relationship with Barbie has been up for debate ever since they both walked into the toy aisle.
While Mattel has long billed Ken as Barbie’s boyfriend — before announcing their split in 2004 and their reconciliation seven years later — many have also seen Ken as Barbie’s best friend, and sometimes a queer icon. A 1993 version of Ken in particular, Earring Magic Ken, has become particularly popular among LGBTQ consumers, notes the New York Historical Society. At the time, Mattel denied that the Magic Ken earring was similar to a sex toy and later pulled the doll from shelves.
Although Ken has had far fewer career changes than Barbie, his resume includes multiple jobs, including astronaut, barista, country western singer, and doctor.
“The wonderful thing is that through play, children see their dolls take on whatever kind of role they want to play,” says Ann Herzog, clinical teacher of child life and care. family centers at Boston University.
She also notes the importance of diversity in toy collections and of providing “open opportunities for play and not promoting stereotypes that the Barbie collectible, and dolls in general, are only one specific.” particular sex.
While children of all genders, including young boys, have played with Barbie and Ken over the years, Timke notes “there is definitely a gender bias in marketing to girls” for both characters, highlighting the contrasts in advertising for products historically considered “boys’ toys”, such as GI Joe. This legacy still impacts some toys today.
Still, Ken – like Barbie – has evolved over time and become more diverse, especially after Mattel rolled out more skin tones, body types, hairstyles and more for Ken dolls from 2017. Some Ken also have prosthetic legs, wheelchairs and hearing aids. The increase in diverse representation – with similar changes seen since 2016 for Barbie – has boosted the dolls’ popularity and return sales, Silver said.
Effect on sales
Will Barbie (and Ken) doll sales increase after the movie’s release?
Mattel did not respond to requests from The Associated Press for data or comment on specific Ken and Barbie sales before and after the July 21 release of “Barbie.” But according to market research firm Circana, sales of Barbie dolls are up 40% in the last two weeks of July compared to the same period in 2022.
Circana includes Ken in Barbie sales. “I suspect that with the movie, Ken doll sales will see a big boost in sales,” writes Juli Lennett, vice president, US toy industry adviser at Circana, in an email to The Associated Press. Other experts also expected a spike in interest, but were unsure of the long term.
For the second quarter of 2023, which ended weeks before the film’s release, Barbie’s global sales to non-fitting retailers had actually fallen 6%. Mattel executives told analysts that sales improved in July, and they expect the film to have an effect on the brand for years to come.
Mr. Silver predicts a rebound in Barbie sales, as the holiday season approaches, when toy spending is high and after “Barbie” finally makes its way to streaming platforms.
2023-08-12 20:17:00
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