Barbie Dolls in Latin America

Due to its enduring popularity, the Barbie doll has always been more than just a toy.  Over the years, it has achieved the status of being an American cultural icon and is the subject of heated debate.   Feminists and children's advocates point out that her defining characteristics --- blonde hair, blue eyes, full-bosomed, small hips --- promote an unhealthy (and perhaps unattainable) ideal for impressionable children.

The Barbie doll is not just an American phenomenon, but is exported all over the world by Mattel.  In some countries, the blonde blue-eyed Barbie characteristics may be rare among the populace.  (Still, in a country like Brazil, the national icon is the blonde blue-eyed Xuxa, whose characteristics are relatively rare.)  Nevertheless, the company has found it necessary to introduce localized versions of Barbie in the Dolls of the World series that began in 1980.  For example, in Latin American, there are Brazilian, Chilean, Chilean, Incan, Mexican, Mexican, Mexican,  Peruvian, Peruvian, Peruvian, Puerto Rican, Puerto Rican and Puerto Rican Barbies.  There are also brand extensions to include Brazilian books, etc.

The national versions of Barbie obviously reflect the characteristics of the local population.  The Puerto Rican Barbie has a mulatto complexion, almond eyes, thick nose, plump lips, long wavy brown hair, and is adorned in a Spanish colonial tiered dress.   As might be expected, when the doll was first released, it was criticized for all sorts of reasons, such as:

• The history lesson on the back of the doll's box: "Puerto Rico was granted permission to write our own constitution in 1995, and since then we have governed ourselves" was felt to be condescending in tone
• The full bosom and the impossibly thin waist were Americanized ideals, and the bulimic image sends wrong messages
• The Spanish colonial dress is divorced from contemporary reality.

How popular is Barbie in Latin America?  In the Pan-Latin American Kids Study 1997, we found that 24% of all Latin American girls said that they own a Barbie doll.  In the table below, we show how the penetration differs by country.  The penetration is highest in Puerto Rico, followed by Argentina and Chile. 

Table. % of Latin American Girls Age 7-11 Who Own Barbie Dolls by Geographic Region

(Source: Pan-Latin American Kids Study 1997)

Since Barbie dolls are relatively expensive (typically more than US$20 each), the penetration is different significantly by socio-economic status, as shown in the table below.

Table. % of Latin American Girls Age 7-11 Who Own Barbie Dolls by SES

(Source: Pan-Latin American Kids Study 1997)

REFERENCES

• Barbielatina.com
• Barbie creates brouhaha, this time among Puerto Ricans  By Shelley Emling, The Charlotte Observer, December 30, 1997
• Barbie's Quinceañera  By Virginia Cueto, HispanicOnline
• Barbara y la Alta Costura
• Mattel popularizó a Barbie mediante productos con licencias
• Puerto Rican Barbie Doll Gets a Mixed Reaction  By Mireya Navarro, New York Times, December 27, 1998
• Muñecas, cocinatas y maquillaje de Mentria

(posted by Roland Soong 6/19/98)

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