For the world’s most scrutinized body, changes for Barbie

However, Timereports that the real impetus for the shift – after not budging for nearly six decades – is that sales of Barbie dolls have dropped off. “Staying the course was not an option”, Eliana Dockterman writes for Time.

The new Barbie Fashionistas line features different body types-curvy, tall, petite-as well as varied skin tones, face shapes, and hair colors.

Mattel needs a big win; could this new line of Barbie be it?

Over the past two years, the toymaker has been putting Barbie through a transformation in order to reflect more realistic body standards, and last year, Mattel put forward 23 new dolls with different skin tones, reports USA Today.

Indeed, in just the few hours since the news broke about the new Barbie dolls, Twitter has become ablaze with both supporters and detractors, including actress Kirstie Alley. The new body types also mean that not every piece of Barbie clothing will fit every doll, and that includes shoes.

‘Barbie has always given girls choices – from her 180 careers, to inspirational roles, to her countless fashions and accessories, ‘ said senior VP and global general manager Evelyn Mazzocco. You can even buy a Barbie that looks like director Ava DuVernay.

Mattel announced “the evolution of Barbie”.

We proudly add three new body types to our line.

These days I spend my time playing with more gadgets than toys. A logistical headache for retailers, Mattel will sell the dolls exclusively on their website – Mattel.com – while they finalize deals to get more shelf space for the line.

Toy giant Mattel is updating the 57-year-old blond icon in a bid to grab a new generation of girls who would prefer to play with electronics or Legos.

Parents and feminists have long criticized Barbie’s original shape as setting an unrealistic body image for girls, despite modifications over the years.

The toymaker introduced the new dolls to a group of four- and five-year-olds.

“We’re going to continue to work hard at being responsible and a better reflection of the world that girls live in today”, Mazzocco said. Mattel’s third quarter results revealed that gross sales for the Barbie brand were down 14 per cent globally, dragged down by a strong United States dollar.