Mattel Shows they Understand the Modern Consumer, by Paving the Way For More Inclusive Products – Other Brands Take Note

For a brand that once prided itself on it’s stick thin unrealistic ‘Barbie doll’, Mattel have been in the news recently but this time for all the right reasons. This month Mattel have been in the public eye for not one, not two, but three amazing new product launches that celebrate the need for inclusion to facilitate a modern day consumer. As someone who is highly interested in inclusion and diversity within marketing, this came as great news for me and I knew I had to write about it straight away.

The first product is a braille edition of the popular card game ‘UNO’ which for the first time will allow visually impaired and sighted folks to enjoy the game together. This is great news for members of the visually impaired community who will now be able to enjoy the game with their family and friends. Personally I think this is a great move for Mattel to show it cares about catering for all of it’s customers.

The second product is probably the one that excites me the most as a member of the LGBTQ+ community. It’s the launch of gender inclusive dolls that are free of labels. The dolls named ‘Creatable World’ have 6 variations and come with customisable accessories including wigs with short or long hair and the option for a skirt or trousers.

The brand states: “Through research, we heard that kids don’t want their toys dictated by gender norms. This line allows all kids to express themselves freely…We’re hopeful Creatable World will encourage people to think more broadly about how all kids can benefit from doll play.”

Lastly the third new product launch is this year’s ‘Career Barbie’ where Barbie is portrayed as a lawyer and not just your regular white and blonde barbie, ethnically diverse barbies too. this is a huge step forward for women’s representation in professional careers and is great to teach young girls that they can be whatever they want to be.

As you can see below this is not your typical ‘legally blonde’ style pink robe and sparkly purse lawyer that some might expect from the brand but instead a professional career look for barbie that shows a modern representation of the working woman.

These developments come shortly after the brand recieved praise in the summer for the launch of a Rosa Parks Doll in honour of the Civil Rights Activist. As well as an African American doll who used a wheelchair. The brand is just going from strength to strength in my opinion. Other brands *cough Victoria’s Secret* should look to Mattel as an example of the right way to respond to criticism of lack of diversity. It’s 2019 and we are here for this change.

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