American Review | Global Perspectives on US Affairs

Barbie girls in a Mad Men world

By Jonathan Bradley in Seattle, WA
11 March 2010

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[Photo: NYT]

I know it's a little naive to complain that Barbie dolls reinforce traditonal stereotypes and etc., but I was a little disturbed by the announcement that the AMC show "Mad Men" is to have four of its characters immortalised in plastic toy form. And, sure, since these dolls are retailing at US$74.95 each, I'm imagining they're going to end up on collecters' shelves rather than in little girls' bedrooms, but nonetheless, it seems part of the continued cultural conversion of Mad Men from an outlet for pointed commentary to one of chic nostalgia.

Like I said a few months back:

[T]he cutting social commentary of "Mad Men" the TV series ... has no qualms about highlighting the deeply ingrained power lines of early '60s society - whites over blacks, men over women, [unlike] the stylish nostalgia of "Mad Men" the cultural phenomenon. If you get invited to a Mad Men party, you're not going to expect sexual harassment and pregnant women smoking; you're going to find stylish clothes, classy cocktails, and hot retro tunes. "Mad Men" in the public consciousness has come to represent exactly the kind of rose-coloured fantasy world the television series was intent on dismantling.

The response to news of the new toy seems to have been quite positive; New York Magazine's Vulture blog, for instance, enthused, "Okay, the New Mad Men Barbies Look Kind of Cool," while noting that, "if you want them to drink or smoke you'll have to supply your own tiny vice objects, because these Barbies are clean living." I'd add that if you wanted a critique of gender relations in the American workplace, you'll have to supply your own discrimination.

Tags: Television

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