I had no idea two years ago
when I wrote here about my lifetime love of Barbie dolls, that something
sinister was brewing. Sure I’d seen signs of it all around me as I read what
kids were seeing at the movies and buying in bulk at the bookstore.
Not being around kids much, I
have to rely on reading the pop culture media and asking moms and grandmoms
what the heck is going on.
So, my mouth dropped open
yesterday morning when I heard on NPR that Barbie doll sales were continuously
dropping while the sale of Monster High Dolls is skyrocketing. In case you
don’t have one of the above mentioned female offspring, here it is. These
skinnier than Barbie dolls are patterned after the teen kids of such notables
as Frankenstein and Dracula. They have punky scary colored hair and clothes and
frankly look to me like the scariest prostitute I wouldn’t want to encounter on
a well-lit street.
My knee jerk reaction was
boomer-typical I think. “What is to become of these youngsters who dress like a
zombied Madonna and play with creepy toys and video games?!”
An article in the News-Press tell me that Barbie’s audience is getting younger
(3-6), while the market for the ghoulish dolls is a bit older. According to
this article, Monster
High dolls have a punk rock look that's intended to send the message that being
different is OK. And they're aimed at slightly older children — adding to their
appeal — while Barbie's increasingly young audience is hurting sales. After
all, no child wants to play with anything seen as a baby toy.
Barbie a
baby toy? I can so recall my mother’s reluctance in buying my 10-year-old self
this highly advertised icon. “What happened to Tiny Tears and baby dolls?” my
mother bemoaned. This doll is more developed than Elaine will be in ten years!
There was
to be no negotiation. I wanted Barbie and all the fashions that went with her.
Some day I would have a similar body and wardrobe and I was going to be
prepared.
Now, I’m
wondering if Monster High Dolls had been available back then if I would have
wanted them as badly. I think so. Why? Because I was crazy for monster movies.
I still can remember every scene from I was a Teenage Werewolf starring Michael Landon in his
varsity jacket. Reluctantly, my parents let me stay up late on Saturday nights
to watch Christopher Coffin and The Ghoul who hosted local scary monster
movies. These came on after the Dick Clark teen specials with Beechnut gum as I
recall.
Are monster
dolls going to mark the ruin of the wholesome playthings we wish for our little
girls? To gain more insight, I knew I had
to go right to the source. I called up my 8-year-old grand niece in Clio,
Michigan to get her take on all of this. Her parents are very hands-on, but
that includes giving their kids hands-on to most every toy that they put on their
wish list.
Olivia counted her Barbies,
and she has 20 or so that are mostly on display. She has 2 Monster High
Dracularas. One was a gift and one she bought with her allowance. She also has
2 Monster High tee shirts that she bought herself. While she doesn’t say that
Barbie is passe’ with her friends, she is interested in all the new accessories
that accompany the Monster High dolls. Is this great marketing or what?
Yes, it surprised even Mattel
who had no idea that this new twist would take off as it did. According to BMO
Capital Markets analyst Gerrick Johnson, the brand is worth more than $500
million in annual sales.
So, if my Olivia asked me for
a certain Monster High Doll for her birthday in October, could I do it? Gosh,
she’s 8. What if she wanted long fingerless gloves or a leather mini skirt? I
know this is images they see in so many places. How long can she stay a little
girl? And what does that even mean anymore?