Abstract
Mattel released a new range of Barbie dolls this week honouring nine trailblazing women in sport. The recognised athletes include Matildas soccer star Mary Fowler, tennis champion Venus Williams and seven other record-breaking and world champion sports stars from across the globe.
Mattel’s Krista Berger said the brand wishes to acknowledge “the impact of sports in fostering self-confidence, ambition and empowerment among the next generation”.
But is this a genuine effort by a corporation to be gender progressive, or is it a marketing ploy that co-opts feminism in the pursuit of profit?
Mattel’s Krista Berger said the brand wishes to acknowledge “the impact of sports in fostering self-confidence, ambition and empowerment among the next generation”.
But is this a genuine effort by a corporation to be gender progressive, or is it a marketing ploy that co-opts feminism in the pursuit of profit?
| Original language | English |
|---|---|
| Specialist publication | The Conversation |
| Publication status | Published - 31 May 2024 |
