In a burst of bogus feminism and commercial ambition, Mattel Inc., the global doll-maker, has announced that in 2018 it will market a Barbie doll wearing a hijab. Barbie dolls rarely impinge on political and social issues but this one is so unsettling that it evokes a wide range of responses.
We have to understand that Mattel likes to believe Barbie dolls positively influence the feelings of girls and help to point them toward the possibilities of adult life. That’s a self-justifying idea that runs through the company’s bloodstream. It suggests that Mattel serves a social purpose while selling its products.
After all, Barbies aren’t just princesses and wonder women. You can buy Barbies wearing practical clothing for offices, “chic summer suits” and camel-hair coats. This is Mattel’s bow to feminists who believe little girls should be discouraged from dwelling on fantasies of the future: they should learn, as soon as possible, the truth about what they are likely to become.
For girls with higher aspirations, you can get Barbies clothed in a cocktail dress, a classic black dress, or an Oscar de la Renta ball gown. One Barbie has a Hudson’s Bay jacket and another displays an Andy Warhol painting on the front of her dress.
Attached to the news about the hijab Barbie is a line from Mattel about “Continuing to inspire girls to be anything.” Girls are to become whatever their desires and talents can make them. Elsewhere, such as in admiring quotations from Glamour magazine in the Mattel publicity, the same idea appears.