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By developing dolls that allowed identification by "ethnic others", Mattel intended to capture the growing ethnic markets (Goldman, 2011). However, there is more to it than just increasing sales. Dolls invite children to imagine themselves in the doll's image (Schwarz, 2005) ... and one "standard image" is simply not enough.
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For more subversive photographs of Barbie see Mariel Clayton
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Goldman, K. (2011) La Princesa Plastica. Hegemonic and Oppositional Representations of Latinidad in Hispanic Barbie. In Dines, G. & Humez, J. M. (eds.) Gender, Race and Class in Media. A Critical Reader. Thousand Oaks: Sage, 375-382
Schwarz, M. T. (2005) Native American Barbie: The Marketing of Euro-American Desires. American Studies, 46(3/4), 295-326; photos via and via