Is the Barbie movie a feminist triumph or flop? Three gender studies academics have their say

The long-awaited Barbie film (2023) directed by Greta Gerwig, co-written by Gerwig (and partner Noah Baumbach), and produced by Margot Robbie (who also plays the titular character) promised to provide a feminist makeover of the famed Mattel doll that for generations ignited controversy over its unrealistic body image.

Those of us who have grown up with Barbie no doubt felt marginalised by the doll’s body type that carries the message that beauty is about being blond, tall and thin. In light of this, the endless interviews with director Gerwig and star Robbie promoted this film as a feminist intervention into the doll’s original message that a woman’s worth was based purely upon her sexual appeal.

For millions of cinema goers across the world, including the grandmothers, mothers and daughters who flocked to Bathurst’s Metro complex (and who good-humouredly decked themselves in pink frocks, tiaras, and impressive glitter), the question of whether Barbie could be reclaimed as a feminist icon was on everyone’s minds.

Did Barbie transform the Mattel original into an empowering representation of womanhood? Are their advances made for feminism? The quick answer is: ‘no’.