The Edmond Sun

Features

February 12, 2014

Barbie to appear in SI swimsuit issue as toy brand struggles

NEW YORK — Putting Barbie in Sports Illustrated's annual swimsuit issue is Mattel Inc.'s latest attempt to generate conversation about the 11.5-inch icon and reverse falling Barbie brand sales.

Mattel said Tuesday that Barbie, 54, will join the ranks of Tyra Banks, Christie Brinkley and Rachel Hunter in the magazine's 50th anniversary swimsuit issue, which goes on sale Feb. 18. Barbie will appear in a version of the black-and-white bathing suit she wore on her 1959 debut, the company said. The Time Inc. magazine and toymaker also rolled out an advertising campaign with the tagline "unapologetic."

Within hours of the announcement, a debate was raging on the Web and television. While some saw no controversy, others said the swimsuit issue demeans women and Barbie's unrealistic proportions send an unhealthy message to young girls.

"What year are we?" Sallie Krawcheck, the former Bank of America and Citigroup executive, said in an interview on Bloomberg Television. "It is a terrible message for young ladies. Appearance, we wish it didn't matter for women and men, but there is looking groomed and put together and there is having a look that no one in this entire world can ever attain. The airbrushing is ridiculous that goes on. Barbie's message should be strong, resourceful, that you work hard and you achieve something, not because of your looks."

The Barbie brand is struggling amid the growing popularity of Mattel's other top doll brands, Monster High, Disney Princess and American Girl. Last year, sales of girls brands excluding Barbie surged 25 percent. Meanwhile Barbie declined 6 percent. Global revenue from Barbie fell 13 percent in Mattel's most quarter, when the El Segundo, Calif.-based company posted revenue that trailed analysts' estimates.

The partnership with Sports Illustrated encourages women to be who they are, Michelle Chidoni, a Mattel spokeswoman, said in an emailed statement.

"As a legend herself, Barbie has always been a lightning rod for controversy and opinions," Chidoni said. "Posing in Sports Illustrated gives Barbie and her fellow legends an opportunity to own who they are, celebrate what they have accomplished and show the world it's ok to be attractive AND successful - in a word, #unapologetic."

Laura Ries, president of marketing strategy firm Ries & Ries in Roswell, Ga., said Mattel has skilfully generated media buzz for the brand that could stir nostalgia among adults and help lift the brand.

"It's a solid move," she said in a telephone interview. "It's not just a crazy ad in Maxim. If she was shown in a midriff and black eyeliner under her eyes, that would have been distasteful and gotten a lot more PR. Look what Miley Cyrus has accomplished going down that road. It is tastefully done."

Mattel began a concerted effort to make Barbie part of the cultural conversation again on Valentine's Day in 2011, when the company announced she was getting back together with Ken after "the breakup of the millennium." To make Ken more appealing to Barbie - and potential buyers - Mattel gave him a Justin Bieber-like haircut. The company also allowed the makers of Toy Story 3 to cast Ken as himself, having previously refused to allow the doll to participate.

 "We gave people permission to play with our brand, to have fun," in the hope that it would become culturally relevant again, Richard Dickson, then brand president, said at the time.



 

1
Text Only
Features
  • jc_Earp Marlin 2 - photo credit Noel Winters.jpg Shootout of a sale

    An original article of the Wild West will be made available at auction Thursday. The rifle of legendary lawman Wyatt Earp will be part of the J. Levine Auction & Appraisal’s Summer Quarterly Auction in Scottsdale, Ariz.
    Earp was an Arizona deputy sheriff and deputy town marshal in Tombstone, Ariz. He is legendary for playing a key role in the gunfight at the O.K. Corral. He died in 1929 at age 60.
    Wyatt Earp collector Barry Tapp of Edmond will be selling his 1895 Wyatt Earp Marlin rifle at the auction. The rifle has an estimated value between $50,000 and $75,000. It includes authentication documentation from Tombstone Heritage Museum, according to the auction house

    July 28, 2014 2 Photos

  • 11.6.12 Mother and Cub (2).jpg UCO forensic researcher answers key question

    After working a few human recovery cases on a volunteer basis with a variety of police departments, a question kept bugging Kama King.
    “You spend the whole day,” the UCO W. Roger Webb Forensic Science Institute student said, “sometimes days, searching for someone and only find a skull or a few bones and it just ate at me. Are we not finding this or is it not there to be found?”

    July 28, 2014 1 Photo

  • Karan & Rwanda.jpg Peace through Business empowering women entrepreneurs

    Peace Through Business is part of the Institute for Economic Empowerment of Women (IEEW) based in Oklahoma City. It is a program that connects small business entrepreneurs in Afghanistan and Rwanda with business owners in Oklahoma. One such entrepreneur found out about the program from a friend, applied, and was accepted to take part in this year’s session.
    Upon earning a master’s degree in Civil Engineering from the Universite de Sciences et Technique de Lille in Belgium, Lyliose Nduhungirehe began her career working for a construction company in Brussels, but she quickly switched paths to Information Technology.

    July 28, 2014 1 Photo

  • How to care for your pet without breaking the bank

    It’s a shame furry friends can’t pay for themselves. Though wagging tails after a long day at work may make pet ownership seem worthwhile, a happy pup won’t stop those bills from rolling in at the end of the month. Thankfully, quick and easy ways exist for dog owners to cut down on costs.

    July 28, 2014

  • MS_new pastor_Page_1.tiff Local church welcomes new pastor

    For one of Edmond’s newest pastors, faith and family intersect on a personal level.
    Sam Powers, pastor at Edmond 1st United Methodist Church, 305 E. Hurd St., and his family arrived in mid-May and his first Sunday in the pulpit was the second one in June. He and his wife Sheryl Heaton Powers, have two children — Kyla will be an eighth-grader at Cheyenne Middle School and David will be a fifth-grader at John Ross Elementary.

    July 28, 2014 1 Photo

  • pm_Ramona Paul.jpg Keith, 5 others to receive service awards

    The 2014 Door-Opener Awards Gala dinner and silent auction Sept. 4, benefitting ASTEC Charter Schools, will recognize five outstanding Oklahomans and one Kansan for lifetime contributions made toward helping others in society maximize potential and achieve dreams.
    Those selected to receive a Door-Opener Award at the Skirvin Hilton Hotel event include Dr. Harvey Dean, Pittsburg, Kan.; Toby Keith and Tricia Covel, Norman; Former Gov. George P. Nigh, Edmond; the late Dr. Ramona Paul, Edmond; and Natalie Shirley, Oklahoma City.

    July 28, 2014 2 Photos

  • MS_Andy Billups.jpg Local man relies on experience in July 4 emergency

    Andy Billups just happened to have gained experience as a combat zone firefighter/medic while he was serving as a civilian contractor in Iraq.
    The Edmond businessman just happened to have a friend with a place on Grand Lake where he has been viewing Independence Day fireworks for a number of years, and he just happened to be there July 4.
    And he just happened to be relaxing on a hammock when he heard a some kids making a commotion.
    Located two blocks east of Disney on State Highway 28 in the foothills of the Ozark Mountain Range in northeast Oklahoma, the 59,000-plus surface acre Grand Lake is known for its state parks, marinas, restaurants, motels and fishing.

    July 26, 2014 1 Photo

  • -1.jpg 5-year-old learns valuable lessons

    It is never too soon to learn about giving and receiving. An Edmond 5-year-old recently learned about both.
    Kendall Kingry will be entering kindergarten at Will Rogers Elementary this fall and she is already looking forward to November.
    “I get to go to Disneyland in November,” Kendall said.

    July 26, 2014 2 Photos

  • peach formatted.jpg Hard year for peaches doesn’t dampen summer tradition  

    A rusting, silver-colored water tower tells visitors to this rural town between Muskogee and Tulsa that they’ve come to the “Peach Capitol of Oklahoma.”
    Residents of Stratford, the state’s other self-proclaimed peach capital, might beg to differ. Even so, Porter is known for its peaches, and every year thousands of people flood this town of about 600 residents to taste and celebrate the local crop during the three-day Peach Festival.
    Like the aging water tower, Porter’s peach industry isn’t as vibrant as it once was.

    July 25, 2014 1 Photo

  • Final step to train toddler with baby on way

    Q: Using your advice, I successfully toilet-trained my daughter by age 16 months. It is now three months later and we are still using diapers at naps and nighttime. At her nap, which lasts several hours, she fully soaks her diaper. At night, she is taking off her diaper prior to falling asleep, wetting the bed after she goes to sleep and then crying for us when she wakes up in a pool of pee. Is this a sign that I should begin night training? I'm hesitant to do this because I am 8 months pregnant and don't relish the idea of waking up several times a night to take her to the bathroom and tending to a newborn as well. I would prefer to continue using diapers until she is old enough to get out of bed and take herself to the potty (even a potty in her room). Is this unrealistic? Or should I just deal with the extra night wakings and start taking her to the potty a few times a night now? If not, how do I keep her diaper on at night?

    July 25, 2014