Читать книгу TV Cream Toys Lite - Steve Berry - Страница 14

Barbie had been knocking around since the arse-end of the ’50s in one permatanned form or other, but we’re most interested in the so-called ‘aspirational’ late ’80s when manufacturer Mattel realised they could sell the dolls as collectors’ items as well as mere playthings. Or, as the marketing speak of the day put it: to improve profitability and maintain consistent revenue streams, Mattel began a strategy of maximising core brands while simultaneously identifying new brands with core potential. Ah yes! There’s the insipid corporate message at the heart of your Dream Glow Barbie.

But then she’s always been one for the commercial tie-up, has Barbie. From the days of her first-run adverts during the Mickey Mouse Club to Barbie couture and those straight-to-DVD CGI-saturated movies, she’s monetised every innovation, trend and fashion in search of global dominance. In fact, she’d probably use a word like ‘monetise’ without blushing. If she wasn’t wearing so much blusher in the first place.

See also Sindy, Rainbow Brite, Girl’s World

Fair play to the girl, though–always impossibly glamorous and immaculately turned out, Barbie has proved to be a role model to a million all-American, body-conscious Diet Coke heads. And she sure shifts some units, taking upward of three billion dollars over the counter each year.² What could be more upwardly mobile than that?

As Mattel’s trademarked mission statement solemnly avows, Barbie is ‘more than a doll’. What exactly she wants to be, though, is still unclear. Model, gymnast, fashion designer, rock star–Barbie’s had a punt at every job under the sun, presumably packing each one in after a few days in floods of tears before settling down in front of Trisha with a packet of milk-chocolate digestives ‘consider her options’.³

Call her anything you like, but don’t call her unpatriotic. There is a Barbie doll in a time capsule due to be opened in 2076 to celebrate 300 years of the American Revolution: she is dressed in a stars-and-stripes dress featuring a line of soldiers in uniform on the hem. Cut her down the middle and she’d have the letters ‘U’, ‘S’ and ‘A’ stencilled through her like a stick of rock. Blow her head off and the blood on the wall behind would be red, white and blue.

1 Just as a matter of record, we’d like to point out that no-one at TV Cream thinks that Barbie is a whore (nor, indeed, that she lives next door). We’re just being flippant, based on perceived notions of the doll’s proportions as being just that bit too anatomically unrealistic. Christ, we’re only three words in and already there’s a footnote.

2 Initial profits from Barbie allowed Mattel to become a PLC in 1960. Goodbye garage-based workshop, hello stockholder-pleasing listings on the Fortune 500

3 In recent years, Barbie’s fortunes have seesawed, as she suffered declining sales in the face of the Spice Girl-indebted Bratz dolls.