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Mattel’s revamp led to a sales boom for Barbie dolls during the pandemic. 

Feb 25 2021

Mattel’s revamp led to a sales boom for Barbie dolls during the pandemic. Barbie has been around for more than 60 years, but began facing a backlash in the last decade, with many calling the doll “as outdated and sexist” and criticizing her for promoting an “unrealistic body image.” However, years of planning and “a bit of luck” has led to their best sales growth in 2020, with shares up more than 50%. Following the Black Lives Matter protests last year, the company released a now-viral video on YouTube of the iconic doll talking about racial justice, and it was held as an example of how to do inclusion right. Like many companies, Mattel has revamped their products to “reflect the times” and sticking to their promises—emphasizing racial equality and diversity by releasing dolls representing people of color and more realistic body types. (Bloomberg)