Mattel’s new athlete Barbies might seem like a win for feminists and young girls – but they’re not

Mattel/AP by Lauren Gurrieri, RMIT University and Suzie Gibson, Charles Sturt University Mattel released a new range of Barbie dolls this week honoring nine trailblazing women in sport. The recognized athletes include Matildas soccer star Mary Fowler, tennis champion Venus Williams and seven other record-breaking and world champion sports stars from across the globe. Mattel’s Krista Berger said the brand wishes to acknowledge “the impact of sports in fostering self-confidence, ambition and empowerment among the next generation”. But is this a genuine effort by a corporation to be gender progressive, or is it a marketing ploy that co-opts feminism in the pursuit of profit? Dolls and ‘learning’ gender Discussions about Mattel’s revamping of its Barbie range matter, as research has long recognized that “play” is foundational to children’s development. Dolls matter in all kinds of ways: they connect us to our younger selves and are transitional objects that provide us with an early sense of comfort and security. However, doll play has historically been marketed as “for girls”, while promoting gendered norms of domesticity and ideals of physical attractiveness. Feminists have long raised concerns about the impacts of such stereotypical portrayals – and especially their potential to socialize children in...