Jess Day, a campaigner with Let Toys Be Toys, a U.K.-based campaign to take gender out of the toy industry, agrees.
Still, when it comes to the DC Super Hero Girls line, Sweet’s main qualm is that it’s only being marketed to girls, saying “boys really need to see that kind of thing too.” Hitting Canadian retailers in August, the STEM-employed doll is meant to show young girls that they can “be anything.” The doll sold out in the U.S. In a similar vein, the toy giant’s latest Barbie is a hip-looking game developer clad in faded jeans and sneakers. And, she adds, they’re not “pink-washed” - instead rocking outfits true to their superhero roots, with most of them wearing leggings and pants instead of skirts.
The DC Super Hero Girls are more muscular, she notes, and capable of standing on their own and bending their joints. Marissa Beck, a spokesperson for Mattel, says the new line is meant to be different from a lot of the “fashion dolls” out there. “I’m not super surprised, but they all seem to have the same body - they’ve just swapped the clothes.” “I’m a little thrown by the body shape of the toys,” she says. It’s something Katharine Bausch, an assistant professor in Trent University’s department of gender and women’s studies, noticed as well. “They seem to be about being strong, and active, and engaged, which I think is a strong alternative to the beauty-focused toys out there,” says Elizabeth Sweet, an expert on gender in the toy market and a lecturer in the University of California, Davis department of sociology.Įven so, “beauty still plays a role,” she says. South of the border, where the dolls are already on sale for upwards of $30 USD, execs at DC Entertainment think the DC Super Hero Girls could be at least a $1 billion brand.
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Hitting shelves on July 1 at major retailers like Walmart and Loblaws, the line ties in to an animated web series and line of books, along with matching costumes and accessories, and features the likes of Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumblebee, Poison Ivy, and Katana. Toy and gender experts are celebrating the new collection for showcasing female super heroes - but say the dolled-up heroes aren’t exactly shattering gender stereotypes. You will be able to set the camera to shoot from different angles and zoom in and out from the model, so that you can see every detail of her body.Things are looking a little more super in the girls’ toy market.Ī line of colourful DC Super Hero Girls dolls from Mattel, the toy giant behind Barbie, is coming to Canada soon. You have the option also to choose lighting and photo effects. You can also specify the Tatoo, Hairdo, Piercing, Body Oil, etc. When dressing your virtual model girl there are different types of clothes from which to choose. You simply have to click on different parts of her body and she changes her posture immediately. The game has an easy-to-use interface and extraordinary graphics, which depict the models as real as possible.