- Title: USA: BARBIE DOLL CELEBRATES HER 40TH BIRTHDAY
- Date: 2nd March 1999
- Summary: NEW YORK, NEW YORK, UNITED STATES (RECENT) (REUTERS - ACCESS ALL) (SOUNDBITE) (ENGLISH) LISA MCKENDALL, SPOKESPERSON MATTEL SAYING "One of the things we try to do is have her appeal to all different kinds of girls. So there are dolls that appeals to younger girls, or Barbies that appeal to older girls"
- Embargoed: 17th March 1999 12:00
- Keywords:
- Location: WASHINGTON D.C.; AND NEW YORK, NEW YORK; UNITED STATES
- Country: USA
- Topics: Entertainment,Industry
- Reuters ID: LVABBMJMVZ2S2KZTKCV8EH9229EF
- Story Text: Barbie, the doll that launched a million little girls' dreams, will be 40 this month.Mattel, the doll's manufacturer plans a global party, to celebrate one of the most successful toys ever.
She's sparked the imagination of little girls around the world for four decades.
And like their mothers before them to Hannah, Ruby and Sophia, Barbie is their best friend.
But while Barbie may be turning 40 this year, she's more spry and hip than ever.
These days she carries a cell phone and even has a tattoo.
Toy industry experts say it's that ability to change with the times that keeps the world's most famous dolls on top of the heap.
"Mattel's done a great job in keeping Barbie up to date with what's happening with the world at large.There's been aerobic Barbie, roller blading Barbie and now this year they're introducing a working woman Barbie with a laptop, cell phone, CD rom so you can print out stationery" says Gene Gilligan, Executive Editor, Playthings Magazine.
The inspiration of Mattel cofounder, Ruth Handler, Barbie was first introduced at the New York Toy Fair in 1959.And became an instant hit.
She earns Mattel, the maker of the plastic bombshell, two billion dollars a year.
The original Barbie sported a black and white stripped one-piece swimsuit and ponytail.But as time changed so too did Barbie.
Over the years the doll has crossed ethnic lines, changing her look to represent 45 nationalities.
"Barbie has been around for many, many years bringing the dreams of possibilities to girls all over the world" Jill Barad Mattel's CEO said.
In the 1960's she wore Jackie Kennedy-like pillbox hats - by 1964 Mattel made her knees bend and in '67 her waist twist.
In the 1970's Barbie wore her hair streaked and straight - dropping her pale skin for a deep malibu tan.
By the go-go 80's Barbie transformed into a dress for success business woman complete with briefcase.
Barbie is perhaps the most famous for her anatomically incorrect body.If a human woman had the same dimensions -- a hipless 32-17-28 -- she wouldn't be able to stand-up.
But in the 90's she's gone through reduction surgery, slimming her hips and flattening her chest, to make her more believable.
Every year Mattel comes out with 100 new Barbies.
"One of the things we try to do is have her appeal to all different kinds of girls.So there are dolls that appeal to younger girls, or Barbies that appeal to older girls" Lisa McKendal, Mattel spokeswoman said.
Over the years Barbie has also become almost a cult with numerous fan clubs, worldwide conventions, newsletters, auctions and even a website.
She even inspired a controversial song.
Barbie is a multi-billion dollar, multinational marketing empire cultural icon.From sunglasses to CD roms.
At FAO Schwarz the shelves are stocked with thousands of Barbies.She has two floors and her own entrance on Madison Avenue "It's pretty spectacular because in the toy world there is hardly anything else that has had a run like Barbie has had-so its really any exciting achievement for her and Mattel" says David Niggil, Executive Vice President of toy store FAO Schwarz.
A surge in collecting is expected this year.Mattel is issuing several special Barbies in honour of her birthday, including a 40th anniversary Barbie.
The original 1959 doll in mint condition has sold for up to 7,000 U.S.dollars.
Mattel will host a big birthday bash on Barbie's actual birthday, March 9th.She'll ring the opening bell at the New York Stock Exchange.And a Barbie postage stamp will be issued as well.
And despite the ongoing discussion about how politically correct Barbie may or may-not be.One thing is for sure - 25 years from now the children of these children will most likely be playing with Barbie. - Copyright Holder: REUTERS
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