began. A chief element in positioning the new Barbie was her promotion. In 1984, after a campaign that featured "Hey There, Barbie Girl" sung to the tune of "Georgy Girl," Mattel launched a startling series of ads that toyed with female empowerment. Its slogan was "We Girls Can Do Anything," and its launch commercial, driven by an irresistibly upbeat soundtrack, was a sort of feminist Chariots of Fire. Responding to the increased number of women with jobs, the ad opens at the end of a workday with a little girl rushing to meet her business-suited mother and carrying her mother's briefcase into the house. A female voice says, "You know it, and so does your little girl." Then a chorus sings, "We girls can do anything." The ad plays with the possibility of unconventional gender roles. A rough-looking Little Leaguer of uncertain gender swaggers onscreen. She yanks off her baseball cap, her long hair tumbles down, and-sigh of relief-she grabs a particularly frilly Barbie doll. {The message: Barbie is an amulet to prevent athletic girls from growing up into hulking, masculine women.} There are images of gymnasts executing complicated stunts and a toddler learning to tie her shoelaces. {The message: Even seemingly minor achievements are still achievements.} But the shot with the most radical message takes place in a laboratory where a frizzy-haired, myopic brunette peers into a microscope. Since the seventies, Barbie commercials had featured little girls of different races and hair colors, but they were always pretty. Of her days in acting school, Tracy Ullman remarked in TV Guide that she was the "ugly kid with the brown hair and the big nose who didn't get {cast in} the Barbie commercials." With "We Girls," however, Barbie extends her tiny hand to bookish ugly ducklings; no longer a snooty sorority rush chairman, she is "big-tent" Barbie.
( M.G. Lord )
[ Forever Barbie: The ]
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