Mattel Criticized for Barbie BCause line
References: shareholder & nytimes
Barbie has been an icon for decades and while Mattel has previously been criticized for inventing a doll that promotes unhealthy beauty ideals, they are now being accused of greenwashing ever since the release of the eco-friendly Barbie BCause line. The new accessories for Barbie, released in April, are said to be environmentally-friendly because they're made of recycled parts and scrap material
"Barbie is always a reflection of current cultural trends and issues, and girls are increasingly aware of making a green statement," said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Worldwide, Mattel Brands. "Barbie BCause is for eco-conscious girls who believe that being environmentally-friendly is the right thing to do, and we are thrilled to give extra meaning and extra style to what was once just extra Barbie doll fabric."
Following the launch of the press release, there were a lot of negative feelings expressed by bloggers.
Jen Phillips wrote on Blue Marble that it's "pretty ironic given that Barbie dolls themselves are made out of plastic and are packaged in even more plastic, and not the kind of plastic you can throw in the recycling bin, either."
Jennifer Lance from Eco Play wrote, "The eco-conscious young girls I know of steer clear of Barbie,†she wrote. “Truly green families will not be fooled by Mattel's greenwashing."
as well as the release of videos like the one embedded in this post.
"Barbie is always a reflection of current cultural trends and issues, and girls are increasingly aware of making a green statement," said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Worldwide, Mattel Brands. "Barbie BCause is for eco-conscious girls who believe that being environmentally-friendly is the right thing to do, and we are thrilled to give extra meaning and extra style to what was once just extra Barbie doll fabric."
Following the launch of the press release, there were a lot of negative feelings expressed by bloggers.
Jen Phillips wrote on Blue Marble that it's "pretty ironic given that Barbie dolls themselves are made out of plastic and are packaged in even more plastic, and not the kind of plastic you can throw in the recycling bin, either."
Jennifer Lance from Eco Play wrote, "The eco-conscious young girls I know of steer clear of Barbie,†she wrote. “Truly green families will not be fooled by Mattel's greenwashing."
as well as the release of videos like the one embedded in this post.
Trend Themes
1. Eco-friendly Products - Opportunity for companies to develop eco-friendly products by using recycled parts and scrap material.
2. Greenwashing - Growing backlash against companies that falsely claim to be environmentally friendly.
3. Consumer Activism - Increasing awareness among consumers, especially eco-conscious young girls, who put pressure on brands to be environmentally responsible.
Industry Implications
1. Toy Manufacturing - Opportunity for toy manufacturers to meet the demand for eco-friendly toys and reduce environmental impact.
2. Packaging Industry - Opportunity for the packaging industry to develop sustainable and recyclable packaging solutions for products like dolls.
3. Social Media - Opportunity for social media platforms to amplify consumer voices and facilitate discussions on greenwashing practices.
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