In the recent blockbuster film Barbie, a playful line uttered by Ryan Gosling‘s character declares, “I’m just Ken,” reminding audiences that while Barbie may reign supreme, Ken has his own story. Over the decades, Mattel‘s iconic Barbie has consistently overshadowed Ken, with the sales ratio revealing that for every Ken doll purchased, eight to ten Barbies find a home. Jim Silver, the CEO of TTPM (Toys, Tots, Pets & More) and a renowned toy industry specialist, confirms this disparity.
Ken’s introduction in 1961, a couple of years after Barbie’s debut, positioned him as Barbie’s beau. Mattel did its part to establish this narrative, even detailing their fictional ‘break-up’ in 2004 and their heartwarming reconciliation seven years later. However, their relationship wasn’t always perceived in romantic terms by the public. To many, Ken also assumed the role of Barbie’s confidant, and at times, emerged as an unexpected queer symbol. A case in point was the 1993 ‘Earring Magic Ken,’ which gained considerable traction among LGBTQ audiences. Despite the doll’s popularity, Mattel, reluctant to acknowledge any unintended representation, removed it from the market.
Ken’s iterations have showcased a broad spectrum, from the suave ‘Dream Date Ken’ of 1984 to the sun-kissed ‘Sun Malibu Ken’ of 1979, a look that even influenced the portrayal of Gosling’s character in the Barbie movie. Though Ken’s career shifts pale in comparison to Barbie’s, he has still donned many hats, including those of an astronaut, a singer, and a doctor.
Ed Timke, an academic from Michigan State University, emphasizes that despite boys engaging with Barbie and Ken, marketing campaigns predominantly targeted girls. This gendered approach was in stark contrast to how “boy toys” like G.I. Joe were promoted. This distinction continues to influence toy preferences today.
Nonetheless, both Barbie and Ken have shown significant growth in terms of diversity. Since 2017, Mattel unveiled Kens with varying skin tones, body types, hairstyles, and even included models with prosthetics, wheelchairs, and hearing aids. This inclusive approach, initiated for Barbie in 2016, revitalized the brand and contributed to a surge in sales.
Post the movie’s launch on July 21, there’s been speculation about its potential influence on Barbie and Ken sales. While Mattel remained tight-lipped, market research firm Circana reported a 40% sales spike for Barbie in the latter half of July, compared to 2022. Additionally, a ripple effect of the movie’s success has led to an increased demand for Ken-themed merchandise, evident in the rising popularity of “Ken-ergy” apparel, both from Mattel and third-party retailers.
In sum, while Barbie continues to dominate the limelight, Ken’s evolution underscores his significance in the world of toys, highlighting shifts in societal perceptions, representation, and gender norms.
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