After success of ‘Barbie,’ Ken is getting extra love than he has in years
NEW YORK — On and off the massive display screen, it’s Barbie’s world and Ken is simply dwelling in it.
As mirrored in Greta Gerwig’s blockbuster film that tackles the legacy Mattel’s well-known doll, Barbie has all the time been extra in style than Ken. For each Ken doll bought at this time, there’s typically eight to 10 Barbies bought, in accordance with Jim Silver, a toy business knowledgeable and CEO of evaluation web site of TTPM.
It’s unclear if Warner Bros’ “Barbie,” which was additionally co-produced by Mattel, will improve Ken manufacturing and gross sales. However Silver famous that the film “gave Ken extra consideration than Ken has obtained” in a long time.
Ken was first launched again in 1961, two years after Barbie hit retailer cabinets. However he hasn’t had practically the identical influence on the Barbieverse since.
“Barbie’s world is about Barbie. And (to some), Ken could also be an adjunct of types,” stated Ed Timke, an assistant professor of promoting and public relations at Michigan State College, pointing to years of selling that has, naturally, put Barbie at heart stage.
The brand new consideration round Ken following “Barbie’s” launch has additionally obtained pushback. Many be aware that the film is about Barbie — not Ken — and that’s the place the highlight ought to keep.
Nonetheless, the dynamic between the movie’s Barbie and Ken could get individuals to replicate some large questions on gender in addition to Ken’s personal evolution over time.
Who’s Ken as a toy and the way has he modified?
Ken’s relationship to Barbie has been up for debate because the two hit the toy aisle collectively. Whereas Mattel long-advertised Ken as Barbie’s boyfriend — and even detailed their 2004 cut up and subsequent reconciliation seven years later — many additionally noticed Ken as Barbie’s greatest buddy, and typically queer icon. One 1993 model of Ken specifically, Earring Magic Ken, turned notably in style amongst LGBTQ+ shoppers, the New York Historic Society notes. On the time, Mattel denied the Earring Magic Ken was queer and later pulled him from cabinets.
Different in style variations of Ken ranged from the tuxedo-wearing 1984 Dream Date Ken, to 1978 Celebrity Ken and 1979 Solar Malibu Ken, which turned one of many doll’s most iconic seems (as mirrored in Ryan Gosling’s character). Whereas Ken has gone by way of far fewer profession adjustments than Barbie, his resume boasts job titles like astronaut, barista, nation western singer and physician.
“An exquisite factor is that by way of play, kids are free to have their dolls tackle any kind of position that they want,” stated Ann Herzog, a scientific teacher of kid life and family-centered care at Boston College.
She additionally underlined the significance of range in toy collections and offering “open-ended play alternatives and to not endorse stereotypes that the Barbie assortment and dolls normally are solely particular to a selected gender.”
Whereas kids of all genders, together with younger boys, have performed with Barbie and Ken over time, Timke notes that “there’s undoubtedly the gendering of selling towards ladies” for each figures, pointing to contrasts in promoting for merchandise traditionally seen as “boy toys,” similar to G.I. Joe. That legacy, in addition to different socialization, nonetheless impacts who performs with sure toys at this time.
Nonetheless, Ken — like Barbie — has developed over time and develop into extra various, significantly after Mattel rolled out extra pores and skin tones, physique sorts, hairstyles and extra for Ken dolls in 2017. Some Kens even have prosthetic legs, wheelchairs and listening to aids. Will increase in various illustration — with related adjustments seen since 2016 for Barbie — has boosted the dolls’ recognition and comeback gross sales, Silver stated.
Will Barbie (and Ken) gross sales improve following the film’s launch?
Mattel didn’t reply to The Related Press’ requests for information or touch upon particular Ken and Barbie gross sales seen earlier than and after “Barbie’s” July 21 launch. However in accordance with market analysis agency Circana, Barbie gross sales general for the U.S. toy business elevated 40 % within the final two weeks of July in contrast with the identical interval in 2022.
Circana doesn’t escape Ken from Barbie gross sales. Nonetheless, “I think that, with the film, gross sales of Ken dolls will expertise a robust carry in gross sales,” Juli Lennett, VP, U.S. toys business advisor at Circana, wrote in an e-mail to The Related Press. Further consultants additionally anticipated a spike in curiosity, however weren’t certain about the long term.
Lennett did be aware that the top-selling “Barbie” film merchandise for these final two weeks of July was the Barbie Gingham Gown adopted by the Ken Doll Set. Between these two objects, Barbie outsold Ken practically two to at least one, she stated.
For the second quarter of 2023, which ended weeks earlier than the film’s launch, worldwide gross sales of Barbie to retailers excluding changes really fell 6%. Mattel executives instructed analysts that gross sales had improved in July, and it expects the film may have a halo impact on the model for years to return.
There was a carryover of stock throughout the toy business for the primary half of the yr, Silver explains, noting that report gross sales within the first years of the pandemic led to over-buying on the finish of 2022. He predicts a rebound in Barbie gross sales heading into the vacation season, when toy spending is excessive and after “Barbie” ultimately makes its approach to streaming.
And naturally, gross sales following “Barbie’s” launch gained’t be restricted to the toy aisle. Different branded merchandise are additionally gaining recognition from the movie, together with Ken-focused swag like “I’m Kenough” sweatshirts and different “Ken-ergy” attire, are presently on the market by Mattel, in addition to from third-party sellers on websites like Amazon and Walmart.
Story by Wyatte Grantham-Philips, Related Press
