Fifty-year-old Barbie might be middle-aged but she sure doesn’t show it. When she was in her 30s, her manufacturer Mattel sent her for plastic surgery, not to maintain her youthful appearance, but rather in response to market demands to morph her into a more realistic-looking doll. In 1992, Barbie’s waistline slightly expanded. Then in 1998, Mattel altered one version of the doll—Really Rad Barbie—giving her a decreased cup size and slimmer hips. Currently, her estimated measurements—38-18-34—contrast greatly with the American woman’s average of 41-34-43. Barbie’s curves fall several inches short of what typical women possess today.
On the other hand, considering that the average woman in the U.S. is a size 12, a doll that wears a double-digit dress size would be a much more accurate reflection of American women. The late Anita Roddick (1942-2007), the founder of The Body Shop, thought the same. In 1997, the socially-conscious international cosmetics franchise created Ruby: a chubby-cheeked, chestnut-haired, computer-generated figurine. Ruby was the brainchild of The Body Shop’s self-esteem campaign, “Love Your Body.” Her size 16 image was accompanied by the caption, “There are 3 billion women who don’t look like supermodels and only 8 who do.” She sent the message that you should love what you’ve got, not loathe it.
If you’re familiar with Ruby, you know that she’s not easy to locate. So, where’s this confident and curvaceous character been hiding? You can find her at www.bestrejectedadvertising.com under the category of “Banned,” courtesy of Mattel. The U.S. toy manufacturer thwarted the innovative campaign in its early days by serving The Body Shop with a cease-and-desist order; all posters had to be removed from American shops. Why? In Roddick’s own words: “Ruby was making Barbie look bad, presumably by mocking the plastic twig-like bestseller … Mattel thought that Ruby was insulting to Barbie.” Outside of Roddick’s explanation on her website, no other information regarding Mattel’s specific legal grounds can be found online. We can surmise that Ruby’s rolls and less-than-perky breasts were the offending culprits.
This year Ruby would have turned 12. But imagine if she had grown from being a self-esteem campaigner into a three-dimensional doll in direct competition with Barbie. Do you think that when she would have reached her 30s, she would have gone under the knife too? Would the folks at The Body Shop have decided she needed a tummy tuck, a breast lift, and some lipo to give her a competitive edge? The Body Shop’s global communications head told the New York Times that Ruby represented “a reality check” in contrast to the “stereotypical notions of unattainable ideals.” Odds would tell us that the Rubenesque beauty wouldn’t have any part of her body nipped or tucked; in fact, like many women approaching middle-age, she might even have gained a couple of pounds. Regrettably, we’ll never know for sure.
Although Ruby’s existence was short-lived, her presence generated controversy. She caused Mattel to sit up and take notice. Along similar lines, consider that Barbie underwent cosmetic surgery to appease consumers’ demands. Although Mattel was conservative in its alterations of Barbie’s figure, the company did respond to the public. Furthermore, with sales of the blonde figurine consistently dropping, the toy manufacturer has even more incentive to cater to the customer. If more and more women let corporate giants like Mattel know what they really want, who’s to say that Barbie’s waistline (and the rest of her) can’t fill out as she eases into her fifties? Something to ponder in memory of both Ruby and the visionary Roddick.