He’s ‘Just Ken’ but Will the ‘Barbie’ Movie Change His Popularity?

NEW YORK (AP) — On and off the massive display screen, it is Barbie’s world and Ken is simply dwelling in it.

As mirrored in Greta Gerwig’s blockbuster movie that tackles the legacy Mattel’s well-known doll, Barbie has all the time been extra common than Ken. For each Ken doll bought at the moment, there’s typically eight to 10 Barbies bought, in response to Jim Silver, a toy trade knowledgeable and CEO of evaluation website of TTPM.

It is 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 impression 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 promoting that has, naturally, put Barbie at heart stage.

The brand new consideration round Ken following “Barbie’s” launch has additionally obtained pushback. Many notice that the film is about Barbie — not Ken — and that is the place the highlight ought to keep.

Nonetheless, the dynamic between the movie’s Barbie and Ken could get folks to replicate some huge 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 for the reason that two hit the toy aisle collectively. Whereas Mattel long-advertised Ken as Barbie’s boyfriend — and even detailed their 2004 break up and subsequent reconciliation seven years later — many additionally noticed Ken as Barbie’s finest good friend, and typically queer icon. One 1993 model of Ken specifically, Earring Magic Ken, turned notably common amongst LGBTQ customers, the New York Historic Society notes. On the time, Mattel denied the Earring Magic Ken was queer and later pulled him from cabinets.

Different common variations of Ken ranged from the tuxedo-wearing 1984 Dream Date Ken, to 1978 Famous person Ken and 1979 Solar Malibu Ken, which turned one of many doll’s most iconic appears (as mirrored in Ryan Gosling’s character). Whereas Ken has gone via far fewer profession adjustments than Barbie, his resume boasts job titles like astronaut, barista, nation western singer and physician.

“An exquisite factor is that via play, kids are free to have their dolls tackle any kind of position that they need,” stated Ann Herzog, a medical teacher of kid life and family-centered care at Boston College.

She additionally underlined the significance of variety in toy collections and offering “open-ended play alternatives and to not endorse stereotypes that the Barbie assortment and dolls basically 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 positively the gendering of promoting towards ladies” for each figures, pointing to contrasts in promoting for merchandise traditionally seen as “boy toys,” corresponding to G.I. Joe. That legacy, in addition to different socialization, nonetheless impacts who performs with sure toys at the moment.

Nonetheless, Ken — like Barbie — has advanced over time and develop into extra numerous, significantly after Mattel rolled out extra pores and skin tones, physique varieties, hairstyles and extra for Ken dolls in 2017. Some Kens even have prosthetic legs, wheelchairs and listening to aids. Will increase in numerous 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 response to market analysis agency Circana, Barbie gross sales general for the U.S. toy trade elevated 40% within the final two weeks of July in contrast with the identical interval in 2022.

Circana would not get away Ken from Barbie gross sales. Nonetheless, “I believe that, with the film, gross sales of Ken dolls will expertise a powerful raise in gross sales,” Juli Lennett, VP, U.S. toys trade advisor at Circana, wrote in an electronic mail to The Related Press. Extra consultants additionally anticipated a spike in curiosity, however weren’t certain about the long term.

Lennett did notice 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 gadgets, Barbie outsold Ken practically two to 1, 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 actually 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 trade for the primary half of the 12 months, 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” finally makes its option to streaming.

And naturally, gross sales following “Barbie’s” launch gained’t be restricted to the toy aisle. Other branded products are also gaining popularity 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.

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