He’s ‘just Ken’ but will the ‘Barbie’ movie change his popularity?

On and off the massive display, it’s Barbie’s world and Ken is simply residing in it.

As mirrored in Greta Gerwig’s blockbuster film that tackles the legacy Mattel’s well-known doll, Barbie has at all times been extra well-liked than Ken. For each Ken doll offered immediately, there’s typically eight to 10 Barbies offered, in accordance with Jim Silver, a toy business skilled and CEO of evaluate web site of TTPM.

It’s unclear if Warner Bros’ “Barbie,” which was additionally co-produced by Mattel, will enhance Ken manufacturing and gross sales. But Silver famous that the film “gave Ken extra consideration than Ken has obtained” in many years.

Ken was first launched again in 1961, two years after Barbie hit retailer cabinets. But he hasn’t had practically the identical impression on the Barbieverse since.

“Barbie’s world is about Barbie. And (to some), Ken could also be an adjunct of types,” stated Ed Timke, an assistant professor of promoting and public relations at Michigan State University, pointing to years of selling that has, naturally, put Barbie at middle stage.

The new consideration round Ken following “Barbie’s” launch has additionally obtained pushback. Many be aware that the film is about Barbie — not Ken — and that’s the place the highlight ought to keep.

Still, the dynamic between the movie’s Barbie and Ken might get individuals to mirror some large questions on gender in addition to Ken’s personal evolution through the years.

Who is Ken as a toy and the way has he modified?

Ken’s relationship to Barbie has been up for debate for the reason that two hit the toy aisle collectively. While Mattel long-advertised Ken as Barbie’s boyfriend — and even detailed their 2004 cut up and subsequent reconciliation seven years later — many additionally noticed Ken as Barbie’s finest buddy, and typically queer icon. One 1993 model of Ken particularly, Earring Magic Ken, grew to become notably well-liked amongst LGBTQ customers, the New York Historical Society notes. At the time, Mattel denied the Earring Magic Ken was queer and later pulled him from cabinets.

Other well-liked variations of Ken ranged from the tuxedo-wearing 1984 Dream Date Ken, to 1978 Superstar Ken and 1979 Sun Malibu Ken, which grew to become one of many doll’s most iconic appears (as mirrored in Ryan Gosling’s character). While Ken has gone by way of far fewer profession modifications than Barbie, his resume boasts job titles like astronaut, barista, nation western singer and physician.

“A wonderful thing is that through play, children are free to have their dolls take on any type of role that they wish,” stated Ann Herzog, a scientific teacher of kid life and family-centered care at Boston University.

She additionally underlined the significance of variety in toy collections and offering “open-ended play opportunities and not to endorse stereotypes that the Barbie collection and dolls in general are only specific to a particular gender.”

While kids of all genders, together with younger boys, have performed with Barbie and Ken through the years, Timke notes that “there’s definitely the gendering of marketing toward girls” for each figures, pointing to contrasts in promoting for merchandise traditionally seen as “boy toys,” corresponding to G.I. Joe. That legacy, in addition to different socialization, nonetheless impacts who performs with sure toys immediately.

Still, Ken — like Barbie — has advanced over time and grow to be extra numerous, significantly after Mattel rolled out extra pores and skin tones, physique sorts, hairstyles and extra for Ken dolls in 2017. Some Kens even have prosthetic legs, wheelchairs and listening to aids. Increases in numerous illustration — with related modifications seen since 2016 for Barbie — has boosted the dolls’ reputation and comeback gross sales, Silver stated.

Will Barbie (and Ken) gross sales enhance following the film’s launch?

Mattel didn’t reply to The Associated Press’ requests for information or touch upon particular Ken and Barbie gross sales seen earlier than and after “Barbie’s” July 21 launch. But in accordance with market analysis agency Circana, Barbie gross sales total for the U.S. toy business elevated 40% within the final two weeks of July in contrast with the identical interval in 2022.

Circana doesn’t escape Ken from Barbie gross sales. Still, “I think that, with the film, gross sales of Ken dolls will expertise a robust carry in gross sales,” Juli Lennett, VP, U.S. toys business advisor at Circana, wrote in an e-mail to The Associated Press. Additional specialists additionally anticipated a spike in curiosity, however weren’t certain about the long term.

Lennett did be aware that the top-selling “Barbie” film merchandise for these final two weeks of July was the Barbie Gingham Dress adopted by the Ken Doll Set. Between these two objects, Barbie outsold Ken practically two to at least one, she stated.

For the second quarter of 2023, which ended weeks earlier than the film’s launch, worldwide gross sales of Barbie to retailers excluding changes truly fell 6%. Mattel executives instructed analysts that gross sales had improved in July, and it expects the film may have a halo impact on the model for years to return.

There was a carryover of stock throughout the toy business for the primary half of the yr, Silver explains, noting that document gross sales within the first years of the pandemic led to over-buying on the finish of 2022. He predicts a rebound in Barbie gross sales heading into the vacation season, when toy spending is excessive and after “Barbie” ultimately makes its solution to streaming.

And in fact, gross sales following “Barbie’s” launch received’t be restricted to the toy aisle. Other branded merchandise are additionally gaining reputation from the movie, together with Ken-focused swag like “I am Kenough” sweatshirts and different “Ken-ergy” attire, are at the moment on the market by Mattel, in addition to from third-party sellers on websites like Amazon and Walmart.

The publish He’s ‘simply Ken’ however will the ‘Barbie’ film change his reputation? appeared first on MetropolisNews Calgary.