62-year-old Barbie: fashion icon and best child empowerment doll

Kim Culmone is senior vice president and head of design for Barbie and Fashion Dolls at Mattel. Her role in this world-renowned toy company was to set a global creative vision for girls’ toy Number 1. She started her career in the textile industry, before heading to Mattel in 1999 where she became a Barbie designer. She is passionate about the advancement of women and girls around the world. In an exclusive interview with euronews, Culmone discusses Barbie’s evolution over the years and why the doll is still popular 62 years after its creation.

Barbie just won the Fashion Icon Award at Arab Fashion Week, why has Barbie become a fashion icon?

Kim Culmon, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“Barbie has always been at the center of fashion and pop culture and that’s when she’s at her best. You know, we’re a reflection of what’s going on in the world around us and that’s the key to Barbie’s evolution. Her success remains at the heart of what’s going on in the world. and fashion is part of that.”

Barbie has also inspired the outline in Moschino and its creative director, Jeremy Scott, presents it. What should we expect?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“Prepare to be blown away. This is an amazing, amazing collection. I was lucky enough to be in Milan with Jeremy and the team for the first time. Jeremy has been working with the brand for a really long time since Barbie’s. 50, actually and he’s always been an inspiration. for him and he is also very dear to us.”

Barbie is 62 this year and she’s come a long way hasn’t she?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“He has come a very, very long way. As I said, the key to endurance is evolution, constantly changing and ensuring that we are at the center of everything that happens in the world.”

You’ve done a lot of research with neuroscientists on how Barbie can empower young girls through doll play. Can you expand on that?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“I could, yes. So there was research being done at the University of Cardiff in the UK and we always knew that playing with dolls helped a child’s development. But now we have data showing that it actually helps develop empathy and social processing skills regardless. of gender, regardless of whether it is group play or individual play. Children benefit from playing with dolls like Barbie.”

Barbie has a felt history of promoting unrealistic body types to young girls. How do things change?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“It’s very important to us that our brand reflects the world that children see around them and that includes the dolls themselves. So we’ve spent a lot of time working on the evolution of Barbie. Now Barbie is the most diverse line of dolls in the world, so we have made great progress.”

Is it important, when making these dolls, to be realistic about the world we live in and what is around children?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“Yes, reflecting the world around us is very important. It’s very important for people and children to see themselves played back in media and culture and toys. So now Barbie has every ethnicity in the world. We have seven plus body types that we have. use it consistently. She has been in a wheelchair, she has prosthetic legs, dolls with vitiligo… So there are so many different dolls now where children can see themselves reflected in the rows.”

You also recently collaborated with the European Space Agency. Can you describe that?

Kim Culmone, Senior Vice President and Head of Design for Barbie and Fashion Dolls at Mattel:

“Yes, of course. So outside of fashion, right, Barbie has also had over two hundred careers. Most importantly and what she does is where women are under-represented, especially in fields like STEM, it’s important for kids to see women excel in everything. business and arts and culture. So we’re very proud of the partnerships we’ve had and the dolls we’ve made.”

What is important in your eyes for a global brand campaign?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“Look, we are a global brand, but it’s also important to be able to localize. It was my first time in Dubai and they saw so many opportunities in the Middle East for Barbie. So while we are global are able to develop products and lines that are reflective and connect with people. people in certain parts of the world are very important to us.”

Wherever you go, you should take a little inspiration from the places you visit. What will you take from this first visit to the Middle East?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“I mean you get inspiration from everywhere. But I would say the biggest impression I’ve had since coming to Dubai has been the great hospitality. Everyone was so friendly and it’s been a great trip for me so far.”

You start in the textile industry and then you move to corporate America. You have worked on both sides. What advice would you give to women especially those who want to go into business?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“You know, you have to! Like Barbie, you know, we’re all about unlimited potential, so you have unlimited potential. What I really want to say is to women who are already established in the business, help other women get So I have achieved a certain level of success in my career and it is important for me to inspire the next generation of female leaders.”

You’ve obviously seen the industry change over the last few years, but nothing more than that impact of social media. How is social media impacting your industry?

Kim Culmone, Senior Vice President and Head of Design for Barbie and Fashion Dolls at Mattel:

“Yes, it’s really impacted our industry. Barbie has a tremendous presence on social media, but also on YouTube, where we deliver content to kids too. We need to be a consumer place for kids and parents alike.”

What kind of research, R&D, is done to produce a product like this?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“Well, we have an amazing consumer insight team. We can’t do our job without spending time with kids and parents. My design team spends more time than ever with kids. Now, every two weeks, we have a group where kids come together, respond to our products, so that’s important. They’re growing the line together with us.”

What is the biggest challenge for you in your career?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“Oh wow. You know, I have to say maybe my own confidence has been the biggest challenge of my career and working hard to believe in myself and the vision I have is important to me.”

That’s really exciting, especially since you’re designing a brand that’s all about empowering young girls.

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“Sometimes it’s easier to empower others than it is to do it for yourself. So I need to listen to Barbie’s message about my limitless potential, I think.”

What is your favorite brand campaign?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“Oh wow, you know, that’s really challenging. It’s kind of like when people ask me what my favorite doll is, isn’t it? But you know, frankly, what I love is Barbie’s core message about being able to be anything we want to be. be in the world.”

You mentioned social media. You have YouTube, you have the doll itself. But there’s a big movie to come. Can you tell us something about that?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“Yes, I can. We are in pre-production right now. We intend to go into production in 2022 and hopefully slated for release in 2023.”

What is the near future for Barbie?

Kim Culmone, Senior Vice President and Head of Barbie and Fashion Doll Design at Mattel:

“Yes, in the near future continue to do what we have been doing. I am very proud that we are the most diverse line of dolls on the market, but also continue to expand Barbie’s reach beyond the toy aisle.”