While I adored my Barbie, I realized she did not look or live like me. Her blue eyes never played ice hockey.
Today, representation has come to the forefront of conversation. Girls want a voice. They want to be seen for the way they actually look. No longer does a skinny blonde doll with the “perfect life” represent the ideal woman. In reality, women come in all colors, shapes, and sizes with different interests, talents, and lifestyles.
Finally, big brands have realized there is a new generation of young girls. The days of stereotyping women and encouraging them to fit this mold has ended.
After sixty years, Barbie’s manufacturer, Mattel, has change its iconic doll. According to Katherine J. Wu in the Smithson Magazine article, “Meet the New Wave of More ‘Diverse’ Barbie Dolls,” Mattel has released its most diverse group of dolls in its “Fashionista” line expanding the hair types, skin tones, and body shapes.
Similarly, in “American Girl’s 2020 'Girl of the Year' is Joss! She's a Surfer and Rocks a Hearing Aid” by Amy Haneline in USA TODAY American Girl, also owned by Mattel, announced their first-ever doll with a disability. Her connection to surfing pays tribute to the sport making its debut in the Olympics this July. In another USA TODAY article, “Girl with Down Syndrome Shines in American Girl's Holiday Catalog: 'This is Needed,'” Haneline reported how American Girl also featured a young girl with a disability on the cover of its catalogs.
Representation reaches far beyond toys. Rather, inclusion and diversity for women, especially in sports, has become a revolution for public relations campaigns.
Nike, one of the biggest names in sports apparel, was at the center of this conversation, according to Cody Benjamin of CBSSport in his article, “Nike's 'Dream Further' Campaign for 2019 World Cup Highlights 'Incredible Momentum' of Women's Sports.” To empower the next generation of females, Nike featured 14 Women’s World Cup soccer teams to encourage young girls to live out their dreams no matter how large they may seem.
Also in 2019, Alana Glass reported on Vans attempt “to add diversity and humanity to the brand” in her Forbes’ article, “Vans' 'Vanguards' Campaign Spotlights Skateboarding's Creativity And Style.” Vans, another iconic action sports brand, kicked off this campaign highlighting its global brand ambassadors and influential women in the sport to tell their stories. Vans also hosted national clinics to teach girls to skateboard.
In Adweek’s article, “US Tennis Association Serves Gender Gap Truths in Women’s Equality Day Ad,” Erik Oster reported that this campaign was a stand against the fact only 4% of sports coverage features female athletes. With the launch of its “Women Worth Watching” campaign on opening day of the 2019 U.S. Open and Women’s Equality Day, the USTA used the hashtag #womanworthwatching as a call to action saying, “We can change not just how women are being watched but by how they are seen.”
From Barbie to the U.S. Open, the lessons we can learn are clear. Every girl deserves to feel represented and included. Every girl should be encouraged to do what she wants to do. And, every girl should feel confident that a network of strong, independent women is behind her.