How Barbie went from poor sales in the 1950s to becoming the most popular doll in the world

James PasleyMay 27, 2023, 19:46 IST

Fiona Hanson/PA Images via Getty Images

Mattel's Barbie has been around for more than 60 years. She's had more than 250 careers and made billions of dollars.
But it wasn't an easy road. In the 1950s, Ruth Handler, the woman behind Barbie, found it difficult to find support for her idea.

Ruth Handler's idea was to show girls they could be anything they wanted to be.

In the 1950s, the American businesswoman saw a gap in the toy market. She decided to launch a doll for girls that wasn't a baby, but a woman — with a woman's body, a job, and later, a boyfriend.

After being warned it was a bad idea and that no one would buy it, Barbie was a huge hit. Mattel, Handler's toy company, went on to make billions of dollars off the doll.

In the 1970s, Barbie became a symbol that feminists hated for creating unrealistic ideas about bodies, upholding gender stereotypes, and whitewashing ideas about beauty.

But she kept selling and remains the most popular doll in the world. In July, the highly-anticipated "Barbie" movie, directed by Greta Gerwig and starring Margot Robbie as the titular character, will be released.

Here's how Barbie took over the world.

In the 1950s, Ruth Handler, part-owner of a toy company called Mattel, noticed her daughter preferred to play with adult paper dolls instead of her plastic baby dolls.

A girl plays with a baby doll in 1950.Raymond Kleboe/Picture Post/Hulton Archive/Getty Images

Handler saw a gap in the market. She realized that "little girls just want to be bigger girls." But during a trip to Switzerland in 1956, she had an idea for how to replace it when she discovered a German sex toy called Bild Lilli.

SSPL/Getty Images

Handler saw a gap in the market. She realized that "little girls just want to be bigger girls." But during a trip to Switzerland in 1956, she had an idea for how to replace it when she discovered a German sex toy called Bild Lilli.

She had to convince Mattel's designers, who argued the intricate clothing and plastic figure would be too expensive, as well as her husband Elliot, who simply doubted anyone would buy it.

Ruth and Elliot Handler holding Barbie dolls in 1987.Bettmann/Getty Images

She had to convince Mattel's designers, who argued the intricate clothing and plastic figure would be too expensive, as well as her husband Elliot, who simply doubted anyone would buy it.

In 1959, the first Barbie — named after her daughter Barbara — debuted at the American Toy Fair in New York. She was wearing stiletto heels and a strapless zebra swimsuit. She was 11.5 inches tall and cost $3.

The original Barbie was launched in 1959.Yvonne Hemsey/Getty Images

In 1959, the first Barbie — named after her daughter Barbara — debuted at the American Toy Fair in New York. She was wearing stiletto heels and a strapless zebra swimsuit. She was 11.5 inches tall and cost $3.

So Handler turned to a branding expert and psychologist named Ernest Dichter, who analyzed why people bought things. He interviewed 45 mothers and 191 girls. He found mothers hated Barbie and girls loved it.

Ernest Dicther in 1944.CBS/Getty Images

So Handler turned to a branding expert and psychologist named Ernest Dichter, who analyzed why people bought things. He interviewed 45 mothers and 191 girls. He found mothers hated Barbie and girls loved it.

Handler took his advice straight to TV. She advertised Barbie on Disney's "The Mickey Mouse Club" in an ad where the dolls looked like real models, symbolizing what girls could grow up to be. It was the first time this kind of ad had been done.

A young girl plays with Barbie dolls in 1963.AP

Handler took his advice straight to TV. She advertised Barbie on Disney's "The Mickey Mouse Club" in an ad where the dolls looked like real models, symbolizing what girls could grow up to be. It was the first time this kind of ad had been done.

As Barbie's popularity grew, Mattel released new dolls, new clothes, and a range of haircuts, including one modeled after First Lady Jacqueline Kennedy after former President John F. Kennedy was assassinated.

Charlotte Johnson designs clothes for Barbie in 1974.Tony Korody/Sygma/Sygma/Getty Images

As Barbie's popularity grew, Mattel released new dolls, new clothes, and a range of haircuts, including one modeled after First Lady Jacqueline Kennedy after former President John F. Kennedy was assassinated.

In 1961, Mattel released the Ken doll — named after Handler's son, Kenneth — after fans begged for Barbie to have a boyfriend. Handler made sure Ken was never the husband and only the boyfriend. His role was to be a sidekick.

A young boy looks confused while a young girl inspects Ken dolls in 1961.Hulton Archive/Getty Images

In 1961, Mattel released the Ken doll — named after Handler's son, Kenneth — after fans begged for Barbie to have a boyfriend. Handler made sure Ken was never the husband and only the boyfriend. His role was to be a sidekick.

Even so, during the 1960s, Ken became more dominant. He got a number of different careers including surfer and football player while Barbie became more domestic.

A girl sings beside her Barbie and Ken Doll to a song called “Barbie Sings” in 1961.Hulton Archive/Getty Images

But Barbie led the way at times, too. In 1965, Barbie the Astronaut was released — four years before Neil Armstrong walked on the moon.

A 1965 Miss Astronaut Barbie doll displayed in 2021.Gabe Ginsberg/Getty Images for Barbie: A Cultural Icon Exhibition

The tide began to change in 1968 when 400 women picketed the beauty pageant Miss America. They were protesting how the pageant perpetuated an obsession with looks, and Barbie got pulled into the fight.

A demonstrator during “No More Miss America” holds a sign saying she is not a toy, pet, or mascot in 1968.Bev Grant/Getty Images

The tide began to change in 1968 when 400 women picketed the beauty pageant Miss America. They were protesting how the pageant perpetuated an obsession with looks, and Barbie got pulled into the fight.

During a women's strike in New York in 1970, marchers chanted, "I am not a Barbie doll!" Later, in a documentary called "Tiny Shoulders," feminist and activist Gloria Steinem noted, "She was everything we didn't want to be."

American feminist and activist Gloria Steinem speaks at a rally outside the United Nations, New York, New York, 1978.Bettye Lane/Photo Researchers History/Getty Images

During a women's strike in New York in 1970, marchers chanted, "I am not a Barbie doll!" Later, in a documentary called "Tiny Shoulders," feminist and activist Gloria Steinem noted, "She was everything we didn't want to be."

Barbie's figure was part of the controversy. If she was a real woman, her proportions would translate to 39-21-33. Her BMI would be so low she wouldn't be able to menstruate. Her body could only fit half a liver and a small part of her intestines.

A dentist Barbie on display in 1997. Note the narrow waist.Jon Levy/AFP/Getty Images

Barbie's figure was part of the controversy. If she was a real woman, her proportions would translate to 39-21-33. Her BMI would be so low she wouldn't be able to menstruate. Her body could only fit half a liver and a small part of her intestines.

Some researchers found that a real-life Barbie would be so unbalanced she couldn't stand, while another researcher calculated it was possible for a woman to have the same figure as Barbie, but the chances were less than 1 in 100,000.

A Barbie doll from 1962 is examined in 2017.Daniel Karmann/Picture Alliance/Getty Images

Some researchers found that a real-life Barbie would be so unbalanced she couldn't stand, while another researcher calculated it was possible for a woman to have the same figure as Barbie, but the chances were less than 1 in 100,000.

In 1972, Barbie sales fell for the first time. At the time, Mattel released the first Barbie — the 1971 Malibu Barbie — that stared outward rather than gazed down, meaning she went from being an object to a subject.

A Malibu Barbie was displayed in 2002.Lawrence Lucier/Getty Images

In 1972, Barbie sales fell for the first time. At the time, Mattel released the first Barbie — the 1971 Malibu Barbie — that stared outward rather than gazed down, meaning she went from being an object to a subject.

Soon, Barbie was appearing in more serious roles. She was a pilot, a surgeon, or a CEO. But other Barbies still came with mini domestic machinery, like washing machines and dryers.

A surgeon Barbie doll on display in 2017.Eduardo Parra/Getty Images

Soon, Barbie was appearing in more serious roles. She was a pilot, a surgeon, or a CEO. But other Barbies still came with mini domestic machinery, like washing machines and dryers.

Even without Handel at the helm, Mattel tried to diversify. In 1980, the company released the first Black Barbie. Her tagline was "She's Black! She's beautiful! She's dynamite!"

A range of Barbie dolls was shown in 1997.Don Bartletti/Los Angeles Times/Getty Images

Even without Handel at the helm, Mattel tried to diversify. In 1980, the company released the first Black Barbie. Her tagline was "She's Black! She's beautiful! She's dynamite!"

In 1989 alone, 22 million Barbies were sold globally. By the 1990s, Barbie dolls appeared to be everywhere.

Ruth Handler is kissed by actress Kristi Cooke who is dressed as a Barbie Doll during the 35-year anniversary of the doll in New York City in 1994.Robert Clark/AP

By 2009, more than 1 billion Barbies had been sold worldwide. Nine out of 10 American girls owned a Barbie.

An aisle dominated by Barbie dolls in Germany in 1999.Joko/ullstein bild/Getty Images

But market saturation brought its own issues. Barbies weren't the only option anymore. Barbie had to compete against new dolls like Bratz or Disney Princess dolls.

A girl plays with her Bratz dolls in 2004.Graeme Robertson/Getty Images

In response, Mattel launched more diverse Barbies, and in 2016, it launched a range of Barbies with different body sizes, called "tall," "petite," and "curvy." It's worth noting the curvy Barbie is still fairly slim, coming in at about a size 4.

A “curvy” Barbie, by Mattel, is shown at Toy Fair in New York.Mark Lennihan/AP

In response, Mattel launched more diverse Barbies, and in 2016, it launched a range of Barbies with different body sizes, called "tall," "petite," and "curvy." It's worth noting the curvy Barbie is still fairly slim, coming in at about a size 4.

It also launched Barbies based on real people like film director Ava DuVernay, volleyball player Hui Ruoqi, and boxing champion Nicola Adams.

Selma actor Carmen Ejogo admires the Barbie doll version of her director Ava DuVernay.Diane Bondareff/Invision for Barbie/AP

Barbies now come in 35 different skin tones with 94 hairstyles. There are gender-neutral Barbies, sign language Barbies, and Barbies that use a wheelchair.

A display of diverse Barbies in 2023.Gabe Ginsberg/Getty Images for Barbie: A Cultural Icon Exhibition

In 2016, Kim Culmone, Barbie's vice president of design, told The Telegraph, "When you say 'Barbie' to someone, a very clear image of a blonde-haired, blue-eyed, slim doll comes to mind. In a few years, this will no longer be the case."

A Marilyn Monroe Barbie in 1997.Scanpix/AFP/Getty Images

In 2016, Kim Culmone, Barbie's vice president of design, told The Telegraph, "When you say 'Barbie' to someone, a very clear image of a blonde-haired, blue-eyed, slim doll comes to mind. In a few years, this will no longer be the case."

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How Barbie went from poor sales in the 1950s to becoming the most popular doll in the world

In the 1950s, Ruth Handler, part-owner of a toy company called Mattel, noticed her daughter preferred to play with adult paper dolls instead of her plastic baby dolls.

Handler saw a gap in the market. She realized that "little girls just want to be bigger girls." But during a trip to Switzerland in 1956, she had an idea for how to replace it when she discovered a German sex toy called Bild Lilli.

She had to convince Mattel's designers, who argued the intricate clothing and plastic figure would be too expensive, as well as her husband Elliot, who simply doubted anyone would buy it.

In 1959, the first Barbie — named after her daughter Barbara — debuted at the American Toy Fair in New York. She was wearing stiletto heels and a strapless zebra swimsuit. She was 11.5 inches tall and cost $3.

So Handler turned to a branding expert and psychologist named Ernest Dichter, who analyzed why people bought things. He interviewed 45 mothers and 191 girls. He found mothers hated Barbie and girls loved it.

Handler took his advice straight to TV. She advertised Barbie on Disney's "The Mickey Mouse Club" in an ad where the dolls looked like real models, symbolizing what girls could grow up to be. It was the first time this kind of ad had been done.

As Barbie's popularity grew, Mattel released new dolls, new clothes, and a range of haircuts, including one modeled after First Lady Jacqueline Kennedy after former President John F. Kennedy was assassinated.

In 1961, Mattel released the Ken doll — named after Handler's son, Kenneth — after fans begged for Barbie to have a boyfriend. Handler made sure Ken was never the husband and only the boyfriend. His role was to be a sidekick.

Even so, during the 1960s, Ken became more dominant. He got a number of different careers including surfer and football player while Barbie became more domestic.

But Barbie led the way at times, too. In 1965, Barbie the Astronaut was released — four years before Neil Armstrong walked on the moon.

The tide began to change in 1968 when 400 women picketed the beauty pageant Miss America. They were protesting how the pageant perpetuated an obsession with looks, and Barbie got pulled into the fight.

During a women's strike in New York in 1970, marchers chanted, "I am not a Barbie doll!" Later, in a documentary called "Tiny Shoulders," feminist and activist Gloria Steinem noted, "She was everything we didn't want to be."

Barbie's figure was part of the controversy. If she was a real woman, her proportions would translate to 39-21-33. Her BMI would be so low she wouldn't be able to menstruate. Her body could only fit half a liver and a small part of her intestines.

Some researchers found that a real-life Barbie would be so unbalanced she couldn't stand, while another researcher calculated it was possible for a woman to have the same figure as Barbie, but the chances were less than 1 in 100,000.

In 1972, Barbie sales fell for the first time. At the time, Mattel released the first Barbie — the 1971 Malibu Barbie — that stared outward rather than gazed down, meaning she went from being an object to a subject.

Soon, Barbie was appearing in more serious roles. She was a pilot, a surgeon, or a CEO. But other Barbies still came with mini domestic machinery, like washing machines and dryers.

Even without Handel at the helm, Mattel tried to diversify. In 1980, the company released the first Black Barbie. Her tagline was "She's Black! She's beautiful! She's dynamite!"

In 1989 alone, 22 million Barbies were sold globally. By the 1990s, Barbie dolls appeared to be everywhere.

By 2009, more than 1 billion Barbies had been sold worldwide. Nine out of 10 American girls owned a Barbie.

But market saturation brought its own issues. Barbies weren't the only option anymore. Barbie had to compete against new dolls like Bratz or Disney Princess dolls.

In response, Mattel launched more diverse Barbies, and in 2016, it launched a range of Barbies with different body sizes, called "tall," "petite," and "curvy." It's worth noting the curvy Barbie is still fairly slim, coming in at about a size 4.

It also launched Barbies based on real people like film director Ava DuVernay, volleyball player Hui Ruoqi, and boxing champion Nicola Adams.

Barbies now come in 35 different skin tones with 94 hairstyles. There are gender-neutral Barbies, sign language Barbies, and Barbies that use a wheelchair.

In 2016, Kim Culmone, Barbie's vice president of design, told The Telegraph, "When you say 'Barbie' to someone, a very clear image of a blonde-haired, blue-eyed, slim doll comes to mind. In a few years, this will no longer be the case."