The conversation around intersectionality and elevating the voices of diverse women must be ongoing. However, in recent weeks we’ve seen more discourse being had due to occasions such as International Women’s Day, Ramadan, Holi and Harmony Week.
A few months on from the release of its Diwali doll, Mattel has released a collection of special-edition Barbie dolls that reflect women from various walks of life and backgrounds.
You can’t be what you can’t see, and the brand hones in on the idea of role models in this International Women’s Day collection by choosing well-known women who’ve pursued careers in often male-dominated industries. The campaign also aims to highlight the power of female friendships by pairing the dolls.
The friendship duos include tennis legends Ash Barty and Evonne Goolagong Cawley; US Olympic Gymnasts Jordan Chiles and Jade Carey; actors Hannah Waddingham (Ted Lasso, Game of Thrones) and Juno Temple (Ted Lasso, Fargo); and content creator and nurse friends Paola Antonini and Kelen Ferreira.
With South Asians on track to be the largest migrant community in Australia, it’s been uplifting for many brown women in Aus to not only see diversity locally (particularly Indigenous tennis stars Ash Barty and Evonne Goolagong Cawley), but to see the other releases coming out of the subcontinent.
Also coinciding with IWD, Barbie released five dolls in India inspired by incredibly talented and trailblazing Indian women. Pursuing careers that can often be viewed as ‘unconventional’ in South Asian cultures, these women are breaking barriers and paving the way for younger generations. The dolls are inspired by cricketer Harmanpreet Kaur, singer Neeti Mohan, fashion designer Anamika Khanna, chef Beena Noronha, and firefighter Meghna Sakpal.
Sydney-based entrepreneur and content creator Helani Sarath-Kumara received a Diwali Barbie doll in October last year. The doll was dressed in a gorgeous lehenga designed by renowned Indian fashion designer, Anita Dongre. At the time, Helani shared the significance of that moment with her Instagram followers. “All this kind of representation matters so much, to ALL South Asians,” she wrote. “It does not matter that I’m of Sri Lanka background, it means so much to me for [my daughter] to see a Barbie that looks like her.”
After seeing the new IWD collections release this month, Helani says it’s promising to see the momentum continue.
“The Diwali Barbie really showed the world how much of a need there is for that kind of representation from a brand like Barbie, and the amount of South Asians that are there ready to consume a product like that,” Helani tells Draw Your Box.
She praises the brand’s commitment to not stop at the “Diwali Barbie, but to create dolls who are also in different occupations that women are in, but are occupations that may not be seen traditionally [as suitable] and are also stereotyped against”.
In many South Asian cultures, women have long been encouraged to either pursue more conventional careers in finance, law or medicine, or to focus on homemaking.
“I was so happy to see the firefighter doll, especially because to be a woman in India and then have a doll that represents firefighting, that’s huge,” says Helani.
“I love how they’ve been very specific about the occupations that each Barbie has, and also heroing women who are doing great things in their field.
“It’s definitely so different to what I saw growing up. So, I’m so glad that my daughter is going to have a completely different experience as she grows up in this world.”
This campaign is just one example reflecting the gradual shift we’re seeing towards greater representation of diverse communities in marketing. Helani says it’s “huge” that her daughter can “see an Ash Barty doll” or Maria Thattil or MasterChef’s Minoli De Silva in an ad.”
As someone who’s grown up in Australia as the daughter of Fijian Indian immigrants, I truly believe that what we consume through marketing and media at a young age plays a pivotal role in how we grow to see the world. While I worked with Barbie on an official partnership last Diwali, today I choose to platform mine and Helani’s thoughts around this new Barbie collection organically – because these conversations about feeling seen and heard should be happening every day. Not just on IWD, not just on Diwali or Holi or Ramadan or Lunar New Year or any other ‘tentpole moment’. Every day. So let’s talk about it and keep that momentum going.
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