Submitted by Sec A Group 6

Abhay Sharma(1A)

Aniruddh Srivastava(9A)
Barbie faces Islamic Dolls
Devansh Doshi(16A)

Manasi Jain(23A)

Sachin Gupta(38A)

Vidooshi Joshi(55A
 Executive Summary
Barbie, most collectible doll in the world. So named by ideator Ruth Handler after daughter Barbara’s nickname. Handler found that young girls enjoyed playing out
their dreams in adult roles. Barbie made its debut in the American International Toy Fair in New York on 9 March, 1959. Barbie sells over ₤1 billion annually across
150 countries. Barbie has had over 40 pets, including 21 dogs, 14 horses, 6 cats, parrot, chimpanzee, panda, lion cub, giraffe and a zebra and a boyfriend Ken

Not manufactured in USA due to cost related issues. Complex manufacturing process

• the United States ships the cardboard packaging, paint pigments, and moulds to manufacturing facilities in China that provides the factory space, labour,
electricity, and cotton cloth for Barbie dresses

• Taiwan refines the oil into ethylene for plastic pellets for Barbie’s body

• Japan attaches nylon hair

She demonstrates girls that they can be anything they want to be—a princess, a teacher, an Olympic athlete, a doctor etc. represent varied cultures, regions, and
occasions.

Criticism(Barbie syndrome):

Barbie’s curvaceous body and revealing garments are perceived to promote sexuality and promiscuity. unrealistic body proportions and for promoting materialism
associated with amassing cars, houses, and clothes. Girls tend to develop an inferiority complex, as they grow up, if they can’t look exactly like Barbie. The desire to
attain the physical appearance and lifestyle similar to Barbie has been termed as ‘Barbie syndrome’

Cultural issues

Banned in Russia because the doll was thought to awaken sexual impulses in the very young, and encourage consumerism among Russian children. Saudi
Arabia, declared Barbie dolls a threat to morality and offensive to Islam

Islamic Dolls

Mattel markets a Moroccan Barbie and collectors’ doll Leyla that represent Muslim women. Mattel’s portrayal of the Middle Eastern Barbie as the stereotype of a belly
dancer or a concubine hardly appealed to present‐day Muslim customers. Most Muslim buyers identify more closely with Islamic dolls

Islamic dolls generally show young girls that the hijab (veil). Parents believe that putting scarves on Islamic dolls their
daughters are learning inculcate the value
An Islamic doll is a tool for young Muslim girls to learn. The value of things like education and religious piety instead of focusing on their bodies as the most significant aspect of their lives.

Q1. Explore the secret of Barbie’s success that made it the dream‐toy for girls across the world

1. Barbie was positioned as the ultimate American girl. She demonstrates girls that they can be anything they want to be—a princess, a teacher, an Olympic athlete, a doctor
2. Represent varied cultures, regions, and occasions

3. Barbie was marketed as a glamorous, physically developed teenage fashion model with a range of fashion accessories
4. The concept expanded beyond a doll with story, boyfriend associated with the character

5. A way for girls to play out their dreams and fantasies in a relevant way

Q2. Sensitivity to culture is crucial to success in international markets. Evaluate Barbie’s product adaptation for different markets?

6. Barbie has adapted very well to different cultures.

7. Indian Barbies flaunt a saree which have been acceptable by people in India

8. Though the story around Barbie has not been modified to make it more socially acceptable

9. Barbie’s product adaptation in case of middle east has been very superficial

10. Although Mattel was able to introduce barbies with traditional dresses of various cultures, but fine details were missed
11. E.g. Conservative clothes for Islamic nations

12. Barbie might fare well on the grounds of looks of the product but cultural aspirations were not met. E.g. Use of more traditional and family oriented doll for Islamic nations

13. Stereotyping visible in some cases. E.g. Moroccan Barbie wears a belly dancer’s dress which is not routine dress

Q3. Barbie has been criticized for its curvaceous, unrealistic body and materialism, leading to controversies and its ban in some countries, such as Saudi Arabia and Russia to what extent are such criticism and bans justified?

• Bans are only justified if they have scientific backing. E.g. Barbie syndrome has been well documented in USA, thus a ban on unrealistic Barbie can be justified. E.g. anorexic practices in the west by teenage girls trying to
imitate Barbie have been found which might be a sound reason for a ban.

• However, bans due to intolerance towards freedom of expression cannot be justified

Q4. Despite adaptation to represent vast ethnic groups, nationalities, and occasions, Barbie dolls have been jostled out from the Islamic markets. Identify the key reasons.

14. The story of Barbie being very open and individualistic also deviates from actual lifestyle of women in the conservative Islamic markets

15. Physical appearance of Barbie is very different from women in these nations. E.g. Skin tone, body proportions etc. of Barbie are very different form women living there

16. The attire of Barbie also is very different from any girl in those parts
17. Portrayal of the Middle Eastern Barbie as the stereotype of a belly dancer which doesn’t resonate

with girls there.

18. Accessories of Barbie are also more western and were not adapted for Islamic Nations. E.g. Clothing of Barbie

Q5. In view of the fast‐growing popularity of Islamic dolls among Muslim customers across the world, suggest a marketing plan to address the specific needs of the Islamic markets.
Also evaluate the impact of suggested plan on the brand image of Barbie in other markets

19. Detailed and thorough market research

20. Understanding of the cultural values and aspirational values

21. In some conservative nations parents are the sole decision makers, thus they must be targeted and not the kids themselves
22. Merchandising should be changed as well

23. E.g. different head scarfs, abaya or Persian cat as compared to normal cats found in USA

24. Promotion and positioning must change from an individualistic character to a conservative one

25. Make dolls that resonate with values and portray an Islamic celebrity like Malala

26. The story of Barbie must be changed for Islamic Barbie Dolls and Barbie must be portrait as conservative, single

and family oriented.