auroaangelica
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- 23/1/2023
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Cynics and critics say Gerta Gerwig's Barbie is just a "cash-grab" by Mattel, but these iconic toys mean far more to the kids who grew up with them.
From movies about the making of the Air Jordan sneaker to Tetris to Flamin' Hot Cheetos, corporate myths are big in cinema. One huge corporation, the Mattel toy company, wants to take over Hollywood like Marvel Studios with their characters. So, while Barbie might be a "cash-grab" made to sell toys, that's not all this movie can be. Unlike sneakers, snacks or games, toys are tools parents can give their children to help them become storytellers.
Barbie is not the first work of visual art lambasted by cineastes and other snobs as useless dreck meant to push plastic dolls onto kids. Some of the most beloved cartoon franchises of the 1980s were explicitly made to sell toys. He-Man and the Masters of the Universe, G.I. Joe and Transformers all got their starts as after-school cartoons. Since then, they've all had their turn at the box office. Yet, none of those toy franchises have near the history of Barbie. While Mattel says the Barbie universe exists to empower women and girls, it has its critics. From Barbie's inhuman proportions to the focus on materialism, some believe Barbie is bad for kids. While those arguments deserve consideration, what's most important is how the kids who grew up with these dolls, playhouses and Dream Cars feel about the character. For many children, toys with vague stories around them give them a framework to let their own imaginations come alive. The biggest threat to Greta Gerwig's Barbie is that her characters don't match with the characters generations of kids invented for themselves.
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From movies about the making of the Air Jordan sneaker to Tetris to Flamin' Hot Cheetos, corporate myths are big in cinema. One huge corporation, the Mattel toy company, wants to take over Hollywood like Marvel Studios with their characters. So, while Barbie might be a "cash-grab" made to sell toys, that's not all this movie can be. Unlike sneakers, snacks or games, toys are tools parents can give their children to help them become storytellers.
Barbie is not the first work of visual art lambasted by cineastes and other snobs as useless dreck meant to push plastic dolls onto kids. Some of the most beloved cartoon franchises of the 1980s were explicitly made to sell toys. He-Man and the Masters of the Universe, G.I. Joe and Transformers all got their starts as after-school cartoons. Since then, they've all had their turn at the box office. Yet, none of those toy franchises have near the history of Barbie. While Mattel says the Barbie universe exists to empower women and girls, it has its critics. From Barbie's inhuman proportions to the focus on materialism, some believe Barbie is bad for kids. While those arguments deserve consideration, what's most important is how the kids who grew up with these dolls, playhouses and Dream Cars feel about the character. For many children, toys with vague stories around them give them a framework to let their own imaginations come alive. The biggest threat to Greta Gerwig's Barbie is that her characters don't match with the characters generations of kids invented for themselves.
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