Barbie and Inclusivity: A Step Forward, But With Room for Growth

Could Mattel’s new line of Barbie dolls signal a shift toward greater inclusivity? The introduction of Blind Barbie and a collection celebrating Olympic athletes shows their commitment to representation and diversity.

As a longtime Barbie fan, last year felt monumental with these exciting new releases and a stronger focus on diversity. Even more so now with launches like this! But there’s always room for improvement to reach even greater inclusivity.

Blind Barbie, developed in collaboration with the American Foundation for the Blind, features textured outfits and a red-and-white cane, making it a thoughtful addition to the Barbie lineup. This doll is designed to enhance accessibility and reflect the needs of visually impaired individuals.

On the other hand, the Black Barbie with Down Syndrome builds on Mattel’s earlier initiatives by showcasing different abilities and ethnic backgrounds, further broadening the scope of representation. Together, these dolls highlight Mattel’s commitment to diversity.

Still, they also underscore the need for a balanced approach that celebrates individual traits and ensures comprehensive inclusivity across the brand. 

From a PR perspective, the approach to inclusivity appears inconsistent. The name “Blind Barbie” emphasizes the doll’s disability rather than her character. A more respectful option could be “Barbie with Vision Loss,” which aligns better with People First Language and maintains the brand’s appeal. This change would provide a more inclusive and thoughtful representation, ensuring the focus remains on the doll’s identity rather than solely on her disability.

Thinking deeper, the use of bright pinks and bold colours in Barbie products can be overwhelming for some, particularly those who are neurodiverse or sensitive to migraines. Customizable colour options could make Barbie’s products more accessible and enjoyable for a broader audience.

Mattel has made progress in accessibility, especially with the new Blind Barbie. Features like braille on the packaging and accessible social media content show the company’s dedication to feedback from the visually impaired community. However, this commitment isn’t always consistent either. Some of Barbie’s other social media updates lack key elements like audio descriptions and captions, which weakens the inclusive message.

Overall, while the launch of Blind Barbie and the Olympic athlete dolls is a significant step forward, true inclusivity requires more than diverse products. It involves ensuring accessible digital experiences, thoughtful language, and meeting the needs of all users. Mattel is heading in the right direction but still has room to grow.

As Barbie might say, “We can be anything we want to be.”

With continued refinement, Mattel can make sure everyone feels included and inspired. It’s exciting to see companies like Mattel working towards a world where everyone, no matter who they are, can see themselves reflected and celebrated.