Barbie reloaded: Now, she’s available in tall, curvy and petite models

Barbie’s body has been the subject of scrutiny for years but now the doll’s makers have introduced three new body shapes. The new tall, curvy and petite dolls mark the first time toymaker Mattel has given buyers an alternative to the traditional slim, busty shape since Barbie hit the shelves in 1959. The 33 new dolls in the Fashionistas range also come in a variety of skin tones, hair styles and outfits – but will all still be called Barbie.

We believe we have a responsibility to girls and parents to reflect a broader view of beauty

Evelyn Mazzocco, global general manager of Barbie

Millions of Barbies are sold around the world every year. However, its sales have been affected by criticism for being out-of-touch and competition from electronic toys, tablets and toys based on popular films, such as Elsa from Frozen. Mattel tweeted a photo of six of the $9.99 Barbies in the range and wrote: “We proudly add three new body types to our line.” Evelyn Mazzocco, senior vice-president and global general manager of the Barbie brand, said: “We are excited to literally be changing the face of the brand - these new dolls represent a line that is more reflective of the world girls see around them.”

Her ability to evolve and grow with the times, while staying true to her spirit, is central to why Barbie is the number one fashion doll in the world.

Richard Dickson, president and chief operating officer of Mattel

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