Mattel Greenwashes Barbie
As little girls we all wanted a Barbie Doll, as grown women we all wanted to be Barbie. Face it, as the saying goes “the bitch has everything”, the dream house, car, and guy, not to mention she’s had every career under the sun. Barbie’s been an astronaut, school teacher, nurse, business woman, Rock Star, and we’ve enjoyed it all and at times look forward to her latest incarnation.
The makers at Mattel have introduced a new line of clothing and accessories for our favorite “it” girl in what they call eco-friendly fashions.
According to Mattel: “Barbie is always a reflection of current cultural trends and issues, and girls are increasingly aware of making a green statement,” said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Worldwide, Mattel Brands. “Barbie BCause is for eco-conscious girls who believe that being 
environmentally-friendly is the right thing to do, and we are thrilled to give extra meaning and extra style to what was once just extra Barbie doll fabric.” (They are taking the scrap pieces of fabric from the other collections and making clothes for this new collection.)
Hmmmm…okay Mattel, BUT, what about the entire doll that’s made from molded plastic, and all the plastic that is used to package it, not to mention all its other billion pvc accessories and outfits that aren’t of the new eco-friendly (i’m starting to hate this word) line. Truly, eco-conscious girls (and parents) would not be buying Barbie to begin with me thinks :)!
I always try to applaud companies for at least taking small steps toward sustainability (except Walmart), but Barbie is and always will be a symbol of fun decadence, heck I say just leave her that way! Barbie has always been marketed as the smart, intelligent girl about town, well so are we, and we see through your obvious ploy to tap into the hot green market right now.
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One Response to “Mattel Greenwashes Barbie”
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It’s amazing how much green washing is taking place. Now Barbie is having an eco make over!
As a child I had one Sindy doll (never liked Barbie far too fake) and my grandma taught me how to make clothes for the doll using scrap material. I also made my own accessories such as transforming a cardboard box into a house which when you have a creative imagination is every bit as good if not better than some expensive dolls house.
If Mattell really want to make Barbie eco-conscious then they should cut the crap and stop producing the ‘must have’ accessories that young girls pester their mothers to have. I dread to think how many new products lines such toy companies produce. Does anyone know their annual turnover? I bet it is really high and how many of these toys end up in landfill once a new version comes out or if it breaks. I remember having to keep fixing my one doll (especially when my brother and his friends kept taking its head off).
Whilst I am not a mother, if or when I have a child (or children) I am going to provide them with simple toys in which they can develop their own creative imagination. However this can cause problems because peer pressure can lead the children to feel that they are being hard done too if they do not have the latest toys like their friends! Perhaps I may have to home educate and create a network or likeminded families who want to home educate too so that they can interact with children who’s parents have spoilt them or given in to providing them with every toy going.
Anyhow great article Arcadia, I always enjoy reading your posts and learning about which corporations are green washing.