Tiny Shoulders: Rethinking Barbie

"Tiny Shoulders: Rethinking Barbie" is a 2018 documentary film directed by Andrea Nevins. The 92-minute film features notable people such as Richard Dickson, the president of Mattel, Kristina Duncan, the Vice President of Barbie Global Brand Marketing, and Michelle Chidoni, the Vice President of Global Communications for Mattel. The film also includes significant contributions from other popular culture historians, writers, feminists, and fashion designers who share their perspectives on the enduring influence and impact of Barbie.

The film offers a close examination of Mattel's famous and endearing creation - Barbie. However, it is not just a simple look at the doll's history; it is a deep dive into the cultural significance and the societal issues attached to the iconic figure. The film reflects Barbie as more than just a piece of plaything but scrutinizes her relevance as a cultural artifact and her influence as a source of inspiration and criticism across generations.

"Tiny Shoulders" chronicles Barbie's journey as she navigates through decades of changing societal norms, expectations, and gender roles. It explores how this iconic fashion doll has evolved and adapted to diverse perspectives over the years, facing challenges and criticisms with its portrayal of women. It delves into the various criticisms Barbie has encountered, including accusations of perpetuating unrealistic body images and populating harmful gender stereotypes that influenced innumerable girls and women.

The film shows Mattel's efforts to reshape and redesign Barbie in more modern terms, reflecting a broader range of body types, skin tones, and professions, in an attempt to stay relevant in the 21st century. It captures the interior decision-making process at Mattel, providing thoughtful and close observation of the team's struggles as they attempt to redefine a brand with an inherent risk of alienating their customer base.

The documentary gets its title from a quote by Mattel executive, who summed up the burden carried by the doll in shaping and reflecting society's shifting views on women: "Hopes, dreams, aspirations, plastic. Tiny shoulders…" This quote encapsulates one of the most intriguing aspects of the film; how a tiny piece of plastic became a mirror to the hopes, dreams, struggles, and growth of women over decades.

Alongside exploring the internal affairs of Mattel, "Tiny Shoulders: Rethinking Barbie" also constructs the historical and cultural context surrounding Barbie's creation and evolution. Nevins effectively illustrates how a tiny plastic doll might mean different things to different people, becoming a point of intersection between consumer culture, pop culture, feminism, and social change. She demonstrates how the cultural narrative surrounding beauty standards, feminism, diversity, and representation can be influenced by a children’s toy.

Intermittent interviews with feminists such as Gloria Steinem, Roxane Gay, and Peggy Orenstein, make for an intriguing look into the complexities and paradoxes attached to Barbie. Even though these women might not agree on the value of the doll, their insights provide a more nuanced perspective on how a single toy can generate incredibly diverse opinions and spark heated cultural debates.

"Tiny Shoulders, Rethinking Barbie" is more than a simple behind-the-scenes look at one of the world's most famous toys. It is a vivid study of an iconic brand's transformation amid an evolving cultural landscape. The film encourages the audience to reflect on the relationship between identity, beauty, femininity, and the marketing of these ideals in a tangible form like Barbie.

Whether you are a fan of Barbie dolls or a critic of the brand, this film will provide you a new perspective on the impact that dolls and toys can have on society. It's a profound exploration of the intersection between consumer products and social identity, mirroring the ever-changing paradigms of norms, expectations, and values. A must-see for anyone who wants to understand the cultural influence and the underlying power of seemingly simple children's toys.