Commodity Feminism in Barbieland

Abstract

The commercial success and pervasiveness with which Barbie has entered the cultural zeitgeist is undeniable. As of October 2023, Barbie has made approximately $1.44 billion internationally, making it the highest grossing film of 2023. Additionally, it is the highest grossing film by a female director ever, the highest grossing film ever released by Warner Bros., and the 14th highest grossing film of all time. The film’s impact on sales for Mattel has also surpassed the expectations of analysts, who predicted a large increase in revenue after the release of this film/marketing campaign. The commercial success and pervasiveness with which Barbie has entered the cultural zeitgeist is undeniable. As of October 2023, Barbie has made approximately $1.44 billion internationally, making it the highest grossing film of 2023. Additionally, it is the highest grossing film by a female director ever, the highest grossing film ever released by Warner Bros., and the 14th highest grossing film of all time. The film’s impact on sales for Mattel has also surpassed the expectations of analysts, who predicted a large increase in revenue after the release of this film/marketing campaign. According to their estimates, ‘Sales grew 9.3 percent to $1.92 billion, exceeding projections of $1.84 billion, as shoppers snapped up Barbie dolls and other mainstays like Hot Wheels cars.’ Mattel has devoted a new section of its online merchandise store to products related to the Barbie film where consumers (or more likely their parents or guardians) are able to purchase a wide array of Barbie themed products, from dolls of the main characters in different outfits to the pink Corvette Convertible that Barbie drives in the film. Much like in the narrative of the film, Barbie has given herself (and the brand she represents) a complete make-over, she has seemingly transcended her previous self, both in aesthetics and in character. Indeed, Barbie has come to be considered a symbol of women’s liberation in popular culture, from patriarchy and sometimes, surprisingly, even from capitalism. It is impossible to deny the impact of the Barbie movie. But what does the film really impart to the audience about the condition of women in contemporary society?