On April 26, 2007, a photo was taken of the Mattel logo, which features the iconic Barbie doll, at the company’s headquarters in El Segundo, California. This image represents Barbie’s dominant presence in popular culture, both on and off the big screen. In Greta Gerwig’s recent blockbuster movie, which explores the legacy of the famous doll, it is evident that Barbie has always outshined her companion, Ken. According to Jim Silver, a toy industry expert and CEO of TTPM’s review site, for every Ken doll sold today, about eight to ten Barbies are sold.
It remains uncertain whether Warner Bros’ “Barbie” movie, co-produced by Mattel, will boost Ken’s production and sales. However, Silver notes that the film has brought renewed attention to Ken, which he hasn’t received in decades. Ken was introduced in 1961, two years after Barbie’s debut, but he hasn’t had the same impact on the Barbieverse as his female counterpart. As Ed Timke, an assistant professor of advertising and public relations at Michigan State University, explains, Barbie’s world has always revolved around Barbie herself, with Ken serving as more of an accessory. This is due to years of marketing that naturally places Barbie at the forefront.
The recent attention on Ken following the release of the “Barbie” movie has sparked some controversy. Many argue that the focus should remain on Barbie, as the movie centers around her story. However, the relationship between Barbie and Ken raises important questions about gender and Ken’s own evolution over the years. Since Barbie and Ken first appeared together in the toy aisle, their relationship has been a subject of debate. While Mattel initially marketed Ken as Barbie’s boyfriend, many also saw Ken as Barbie’s best friend and even a queer icon, particularly with the popularity of the 1993 Earring Magic Ken among LGBTQ consumers. Mattel denied the queer connotation and eventually discontinued the doll. Other versions of Ken, such as the 1984 Dream Date Ken and the 1979 Sun Malibu Ken, have become iconic looks associated with the doll.
Although Ken has had fewer career changes compared to Barbie, he has held various job titles, including astronaut, barista, country western singer, and doctor. As Ann Herzog, a clinical instructor of child life and family-centered care at Boston University, emphasizes, play allows children to explore different roles freely. It is important to promote diversity in toy collections and provide open-ended play opportunities that do not enforce gender stereotypes.
While Barbie and Ken have been enjoyed by children of all genders over the years, there has been a clear gendered marketing approach towards girls. This is evident in the contrast between advertising for products traditionally seen as “boy toys,” such as G.I Joe. These historical marketing strategies, along with societal influences, shape which toys children gravitate towards. However, both Barbie and Ken have evolved over time to become more diverse. In 2017, Mattel introduced a range of skin tones, body types, hairstyles, and accessories for Ken dolls, including prosthetic limbs, wheelchairs, and hearing aids. These changes, along with similar ones made for Barbie since 2016, have increased the dolls’ popularity and sales.
Although specific sales data for Ken and Barbie before and after the release of the “Barbie” movie has not been disclosed by Mattel, market research firm Circana reports a 40% increase in Barbie sales in the last two weeks of July compared to the same period in 2022. With the movie’s release, experts anticipate a surge in interest, but the long-term impact remains uncertain. Nevertheless, it is expected that Ken doll sales will experience a significant boost, as noted by Juli Lennett, VP, US toys industry advisor at Circana. The top-selling “Barbie” movie items during those two weeks were the Barbie Gingham Dress and the Ken Doll Set, with Barbie outselling Ken nearly two to one.
Overall, the optimism for increased sales extends beyond the toy aisle. The “Barbie” movie has sparked interest in other branded products, including Ken-themed merchandise, such as “I am Kenough” sweatshirts and “Ken-ergy” apparel. These items are currently available for purchase from Mattel and third-party sellers. With a projected rebound in Barbie sales leading up to the holiday season, especially after the movie becomes available for streaming, the impact of the film is expected to have a lasting effect on the brand.
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