Is Barbie the ultimate influencer? A deep dive into the brand’s enduring relevance

Not only was Barbie was one of the first toys from Mattel to capture the imaginations of children; she was also one of the original influencers for children, capturing their attention through her signature persona and versatility.

As an influencer, Barbie represented a positive and adaptable outlook with a perky all-American attitude. Her character embodied different professions, hobbies and lifestyles, encouraging children to dream big and embrace diversity. She is a lighthouse symbol of girlhood, and her impact has had a huge influence on fashion, beauty and societal perceptions of femininity, particularly throughout the 1990s and 2000s.

Below, we examine the highs and lows of Barbie’s career and how she overcomes them.

A doll’s controversies

In order for influencers to keep influencing, they must remain relevant, so, like the Barbie dollhouse, they need regular updates. Barbie is no different.

Like many influencers, Barbie has faced high levels of scrutiny around a myriad of issues, ranging from criticism around promoting an unrealistic and unattainable body image to a lack of diversity. For years, Barbie was Caucasian with blue eyes and a tiny waist. Barbie’s emphasis on fashion, beauty, and domesticity, was called out for limiting girls’ aspirations and reinforcing gender norms, while the doll’s production, packaging and disposal have raised concerns about plastic waste and sustainability.

However, like a disgraced influencer’s who publishes an apology video seeking redemption, Barbie recognized the need to repair her image and evolve as a cultural icon.

A changing Barbie world

To tackle diversity, reach new audiences and remain relevant in an inclusive and ever-changing world, Mattel introduced various transformations to the Barbie line. These changes include the introduction of dolls with different body types, skin tones and hairstyles. In doing so, Barbie aims to reflect a broader range of beauty standards and promote inclusivity.

Just as an influencer expands their horizons and audiences by embracing new opportunities, Barbie has also explored many different career paths beyond fashion. Go Barbie! She inspires children to explore different paths and break away from traditional gender stereotypes. Her positive outlook, versatility, and efforts towards inclusivity have solidified her position as an influential figure, continuing to inspire children and shape popular culture, as we’re seeing with the hype surrounding the movie launch.

What influencers can learn from Barbie

Barbie has done what a lot of influencers strive to achieve: stay relevant to different generations. How? By tapping into various trends and adapting to the changing times in an authentic and engaging way.

One such tactic is harnessing the nostalgia for the 1990s and 2000s. These eras have experienced a resurgence in recent years, with people reminiscing about 90s and 2000s culture (from grunge to pop music), fashion (like shoulder baguette bags), and beauty trends (including a blush-obsession, thin brows and nude glossy lips).

Mattel leveraged this nostalgia by releasing special-edition Barbie dolls that pay homage to iconic looks and styles from the period, connecting adult collectors with fond memories of that era as well as younger generations who are drawn to its alluring aesthetic.

More recently, with the upcoming movie release, Barbie’s role as a true influencer and creator has been cemented through the spotlight she has shone on finding the right partners. By collaborating with various brands and organizations, Barbie has expanded her reach and engaged with new spaces and audiences.

These partnerships can be categorized into two types: those expected to align with Barbie’s established brand universe, and terrirories beyond her usual reach.

When it comes to more typical partnerships, Barbie has joined forces with brands that have a natural synergy with her image and values, such as NYX cosmetics and OPI nails. These collaborations allow both brands to build on their shared target audience and create products that appeal to Barbie fans and beauty enthusiasts alike.

Contrastingly, Barbie has also sought out more unorthodox partnerships, yet still feel very authentic to her brand. Examples of this can be seen in her collaborations with Airbnb and Béis. Barbie's Airbnb listings, which feature life-sized Dreamhouses, offer fans the chance to stay in a Barbie-themed environment, immersing themselves in the Barbie brand and lifestyle. Another noteworthy collaboration is with the brand Béis, founded by influencer and entrepreneur Shay Mitchell. Béis specialises in travel accessories, and the partnership with Barbie further expands her presence into the trending space, just like an influencer collaboration would. These collaborations are mutually beneficial; not only do we we see a convergence of two audiences, but we also see Barbie’s versatility and ability to seamlessly fit into different lifestyle contexts.

So, is Barbie the ultimate influencer? She’s adapted to relevant updates in society, from career to appearance, like an influencer. She strives to embrace and carry her existing audience into the future with her while greeting new ones with a pearly smile and fabulous outfit, like an influencer. In addition, she is seeking both the expected and unexpected partners to expand her horizons and create more brand immersion, like any OG great influencer would. Barbie may not be ‘real,’ but her ability to influence ultimately is.

Caner Daywood is the senior social strategist at Buttermilk, a global influencer marketing agency. For more, sign up for The Drum’s daily newsletters here.