More diverse and inclusive toys? The case of the new product line "Barbie Fashionistas" by Mattel

Abstract

Diversity and inclusion have nowadays known a growing consideration in the education process. However, diversity seems to remain a huge problem in our society in view of discrimination and inequalities about difference. Mattel released a new line of Barbie Dolls, the Fashionistas Dolls. These dolls are an example of new inclusive and diverse toys, which would allow teaching diversity and inclusion to children. By understanding customers’ perceptions about the benefits of diverse and inclusive toys on children, toy companies will be provided with some recommendations to introduce these kinds of toys on the market. Through a literature review and a qualitative study consisting in a thematic analysis based on 15 in-depth interviews, this study aims to understand parents' perceptions on the long-term benefits of playing with Fashionistas Dolls on children's EWB, their self-acceptance and their sense of inclusion. In addition to this, this study identifies parents' motives to purchase these dolls and the link between these motives and the long-term benefits identified. SDT was used as a theoretical framework to explain the influence of playing with the Fashionistas Dolls on the different elements of children’s EWB. The results showed that playing long-term with Fashionistas Dolls contributes to the child’s EWB; self-acceptance and personal growth are improved, while the feeling of inclusion is reinforced for children already familiar with diversity. Also, some factors have an impact on the child’s well-being, regarding the play with the Fashionistas Dolls. Then, parents’ motives to buy Fashionistas Dolls only match the long-term benefit generated through playing with the dolls for the self-acceptance EWB’s dimension. Finally, this study concludes with a discussion of overall implications and limitations of this specific study, as well as suggestions for future research.