CEO Barbie Criticized For Promoting Unrealistic Career Images

September 7, 2005 | Issue 41•36

EL SEGUNDO, CA—Toy company Mattel is under fire from a group of activists who say their popular doll's latest incarnation, CEO Barbie, encourages young girls to set impractical career goals.

"This doll furthers the myth that if a woman works hard and sticks to her guns, she can rise to the top," said Frederick Lang of the Changes Institute, a children's advocacy organization. "Our young girls need to learn to accept their career futures, not be set up with ridiculously unattainable images."

The issue was first brought to national attention by mother, activist, and office manager Connie Bergen, 36, who became concerned when her 5-year-old daughter received the doll as a birthday gift and began "playing CEO."

"Women don't run companies," Bergen said. "Typically, those with talent, charisma, and luck work behind the scenes to bring a man's vision to light."

She added: "Real women in today's work force don't have Barbie's Dream Corner Office. More often than not, they have cubicles—or Dream Kitchens. I mean, what's next? 'Accepted By Her Male Peers' Polly Pocket?"

Despite the growing furor over the doll, Mattel's top brass has indicated no plans to cease its production, insisting that the newest member of the Barbie family represents a positive role model for girls.

"Young girls can be anything they want. There is nothing standing in their way," read a statement signed by Mattel CEO Robert Eckert, president Matt Bousquette, executive vice president Tom Debrowski, and CFO Kevin Farr.

Said Bergen: "I graduated cum laude from Radcliffe and have worked hard all my life, and my career doesn't look anything like Barbie's. Currently, there are only nine female CEOs in America's top 500 companies. To tell our daughters anything else is a lie."

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