International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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THE COLOURED BARBIE: AN IMAGE OF THE WESTERN THOUGHT
2 Author(s): DR. RAJESH KUMAR SINGH ,KAMDA SINGH DEO
Vol - 5, Issue- 9 , Page(s) : 85 - 87 (2014 ) DOI : https://doi.org/10.32804/CASIRJ
‘Barbie Dolls of the World’ is an attempt by the Mattel Company to colonise the minds of the Third World Countries. The blue-eyed blonde that changed the concept of beauty for the colonized world and reinforced the shallow narrative of beauty upheld by the west, no longer has a monopoly over the global market. The original blonde doll has sixty-three friends who represent a variety of ethnic groups and identities which form the International collection. The new Barbie – coloured, plump and black haired- is the new deal and she was created by Mattel, Inc with a known agenda of bridging the gap between the west and the east. The company hoped that this new Barbie with new ethnicities and different body types will reflect the world of the third world countries.