She is the buxom blonde who’s been a favourite for little girls for 56 years. But there’s something different about the newly released Barbie. Here’s why the iconic doll has been totally transformed…
While Ken has been twiddling his thumbs, Barbie has been getting a makeover. A dramatic makeover. The newly released child favourite has transformed into Barbie Princess Power, and she has super hero abilities, girl power and even a cracker movie out to show off her new and improved self. Her super mission? To inspire girls to discover their inner strengths and celebrate their own acts of kindness through braveness, friendship and kindness. We spoke to John Louie, Mattel Vice President, Country Manager Australia and New Zealand, and asked him about Barbie’s transformation and what this means for the brand and little girls…
Hey Doll, look who’s just landed! The new Barbie in Princess Power Super Sparkle doll.
The perfecto combo – Princess flair and super powers. Barbie in Princess Power.
Q. Why was Barbie Princess Power created?
A. “Barbie has always celebrated that incredible imaginative quality that young girls’ possess. We want to celebrate the rise of the female heroines, so Barbie as a superhero is a natural progression for the brand. As a modern day superhero, Barbie encourages girls to discover their inner strengths and celebrate their own acts of being super.”
Barbie’s New Movie
A modern-day princess story, Barbie stars as Kara, who is kissed by a magical butterfly. She discovers the kiss has given her super powers that transform her into Super Sparkle – her secret, crime-fighting alter ego who flies around the kingdom ready to save the day. But it’s not long before her jealous cousin catches the butterfly and also transforms – this time into Dark Sparkle, her superhero nemesis. Their rivalry takes to the skies, but to save the kingdom they must soar to new heights and discover that there’s no greater power than friendship.
Q. How would you describe the key evolutionary changes of Barbie?
A. “The world of superheroes has largely been tailored to boys’ preferences – stories that emphasise conflict and action where good guys vanquish evil villains. Our research revealed that girls also appreciate empowered heroes but want stories that let them play out dynamic relationships. Mattel created a Barbie superhero character that not only has extraordinary abilities, but also uses powers of forgiveness and friendship to defeat her foe. This insight is the reason why the Barbie superhero character is so uniquely compelling to girls.”
Q. Why do you think Barbie is such an icon for young girls?
A. “Barbie is no doubt an icon and is designed to inspire. Throughout Barbie’s 56-year history, she has successfully evolved to reflect cultural trends and has always fuelled imagination, inspired creativity and encouraged self-expression.
“Barbie has always been engrained in pop-culture – she has been to space, been a pop-star and even a president! Being a superhero is another first for Barbie, empowering girls to discover their inner strengths and celebrate their own acts of being super.”
Q. What does Barbie Princess Power stand for?
A. “As a modern day superhero, Barbie gives girls superpowers to make anything possible and encourages girls to discover their inner strengths and celebrate their own acts of being super.”
Q. What’s next for Barbie Superhero?
A. “In 2015, Barbie inspires girls to #BeSuper. Recognising that you don’t need a superpower to be a superhero, the #BeSuper campaign will invites girls to celebrate their own acts of being super.
Alongside the Barbie in Princess Power toys and DVD, Barbie fans will also be able to act, imagine and story-tell their super adventures with a new line of storybooks, colouring and activity books, costumes, apparel and much more.”
Q. Will we still see the iconic Barbie’s on the shelf?
A. “With Barbie, girls can imagine themselves a mermaid or a movie star, a princess or a president, a fashionista or now a superhero! The new Barbie superhero range will sit alongside our iconic range of dolls and accessories.”
Vanilla Barbie Butterfly Cup Cakes
What do you think of Barbie’s transformation? Tell us below!…
