Barbie, age 55, is a star in Sports Illustrated's swimsuit issue

‘‘As a legend herself, and under constant criticism about her body and how she looks, posing . . . gives Barbie . . . and her fellow legends an opportunity to own who they are,’’ Mattel said in a statement.

But is she the actual cover girl or simply the cover girl for a Toy Fair cover wrap? NBC was in no doubt, "At 55 years old, Barbie - one of the world's most famous mannequins - is finally gracing the cover of Sports Illustrated's annual Swimsuit Issue." Newspapers seemed to agree. E Online said, "Sports Illustrated's infamous swimsuit issue will feature Barbie rockin' her original 1958 swimsuit on the cover."

But the small print on the Barbie cover picture describes it as as a " promotional cover wrap". So it's not the actual magazine.

Mattel confirmed this to me that the Barbie image is from the coverwrap printed for 1,000 copies of the issue.

The actual non-Barbie cover model was to be revealed last night on Jimmy Kimmel Live.

Barbie has been both beloved as a plaything and criticized as an unrealistic standard of beauty for decades , according to a report in the Boston Globe.

In fact, she has faced scrutiny for everything from her chiseled facial features and disproportionately small waist to her ‘‘life choices.’’ said the Globe article.

Mattel is said to have gone through several reinventions, including 150 careers, from architect to lifeguard, and a brief publicity-stunt breakup with her boyfriend Ken. (They got together again for St Valentine's Day last year.)

Barbie is worth an estimated $1.3 billion in sales for the toymaker and is the number one toy brand but dolls such as Mattel’s Monster High dolls with their tattoos and neon hair have been challenging her. Sales are down 13 percent in the most recent quarter.

Mattel hopes the ‘‘unapologetic’’ campaign will boost Barbie’s image.

As part of the campaign, there will be a collector Sports Illustrated Barbie doll, an event at the Sports Illustrated Swimsuit Beach House on Monday, and a billboard in New York’s Times Square There will @Barbie tweets with the hashtag ‘‘unapologetic’’ on Twitter.

And of course Barbie also will appear on the cover of 1,000 issues in an advertising ‘‘cover wrap’’ for the New York Toy Fair. "Sports Illustrated Swimsuit editor MJ Day said Barbie fits in with the swimsuit issues’ ‘‘message of empowerment’’ for women. She is also the star of an editorial feature inside the actual magazine.

Allen Adamson, a branding expert, said in the Boston Globe he’s not sure a feature in Sports Illustrated’s swimsuit issue is the right strategy for the brand.

‘‘The Sports Illustrated swimsuit issue is one step away from Playboy magazine,’’ he said. ‘‘It is potentially sending the wrong message to girls.’’ Other commentators agreed, calling the idea "Creepy."