Mattel debuts diverse Barbie collection with curvy and petite bodies

Tall, curvy and petite are the body types now available in the newly-expanded Barbie Fashionistas line, Mattel Inc., the maker of Barbie, announced today.

The more realistic shapes became available online at Barbie.com on Thursday.

The 23 dolls of the Barbie Fashionista line, which started rolling out in January, represent eight different skin tones, 14 facial structures, 22 hairstyles, 23 hair colors and 18 eye colors.

Mattel would not provide sales figures, but some marketing experts say more will have to be done to return Barbie to her former glory.

The new dolls are part of the Barbie Fashionistas line, which caused a stir previous year when it debuted with the company’s first ethnically diverse collection of dolls. They will start to show up on US store shelves in March and roll in the rest of the world after that, Mattel Inc. said.

Between 2012 and 2014, sales of Barbie slumped 20 percent as rivals, like Disney’s toys from “Frozen”, were responsible for as much as $500 million in losses, according to Time. Finally, after years of focus groups and designs, Mattel was ready to roll out the new dolls. The only question that remains is, will Ken also come in new sizes? They also have new face shapes and skin tones.

Goldman said the new dolls reflect a bigger societal change.

The company sells other dolls, including Monster High and American Girl brands.

The new doll will roll out globally after that.

“This is about drawing a wider demographic that had turned away from Barbie back to Barbie”, said Jim Silver, the editor of TTPM, a toy review website. “This gives people different options when choosing a Barbie for their child”.

The first batch of new dolls will be delivered in February.

Barbie Petite. Screengrab from the brand’s Facebook page.

In 1980, Mattel marketed Black Barbie, who had an afro-style hair-do.