When I heard Mattel had brought out Entrepreneur Barbie, I wasn't sure whether to laugh or cry. Were they were being serious or sending up their own creation? Was it a clever and ironic send-up of Barbie’s irrelevance to today’s pre-teen girl, or just a depressing nod toward the superwoman we are all now expected to be? Sadly, it seems to be the latter.
No doubt the suits at Mattel will tell us that it’s just their current celebration of the businesswoman stereotype that Barbie models herself on, an inspirational doll for young girls to look up to. But tell me, how many true entrepreneurial women are supermodel thin, have luscious locks, pearly white teeth and pert boobs as well as a brain and a successful career? Because the problem with Barbie is no matter what she's doing, the thing she's really telling young girls is that you can be anything, as long as you look good first.
The reality is that most entrepreneurs by nature work long hours, often have arduous commutes while in some cases also juggle the demands of parenthood. Trying to add being gorgeous into the bargain is exhausting. Why isn’t being successful enough? Why do we also have to have the body of Giselle, cook like Delia, emulate Mary Poppins in the nursery and Jenna Jameson in the sack? And why are Mattel telling us this from such an early age?
There are female entrepreneurs out there who are the complete glossy package but promoting this as the norm isn't make it easier for any of us. Take Michelle Mone for example. Successful, slim, mother to not one but three children, and with the requisite Barbie-like hair and mega boobs. Or Beyonce – she checks all the boxes too and not only is she probably the biggest entertainer in the world right now, her body is even hotter post baby. And then there’s Kim Kardashian West, the mega brand, reality TV phenomenon that is not only a savvy businesswoman in her own right, but looks immaculate every time she steps out of the house. But in reality we don't celebrate these women for their business achievements, instead we analyse and pick apart their looks and this is what Mattel are tapping into.
Let’s face it, anyone can look amazing and also be super successful, but it requires an otherworldly level of organisation, self-discipline and relentlessness. 5am alarms to hit the gym before the baby wakes. Pre planned meals to ensure no wheat, dairy, fat, passes the lips onto the hips. An almost robotic obsession to power your way through meetings, pitches, 2 hour commutes, nappy changing and split squats, all on 4 hours sleep. I’m exhausted just thinking about it and it shouldn't be what's important. Your brain should be more important than your grooming schedule.
So when Mattel unveiled their latest Barbie Doll, it depressed me. It depressed me not because they seem so far off the mark in their understanding of the motivations of playtime for 9-year old girls, who are currently playing app games on their mum’s smart phone, or watching “how to” videos online before making bracelets they share with their friends, but because we are teaching them that being a businesswoman also means being flawless too. Business success isn’t enough.
I own a business that employs 30 people and generates a healthy return so should I also be beating myself up because I'm not out running 10 miles at 5am? Absolutely not. On my first day back post-baby, while applying mascara on the train I inadvertently covered my hands, left cheek and hair with the black stuff so badly I actually had to wash a section of my hair and face in the train loos. Not very Entrepreneur Barbie of me.
But what's worse is that despite being a successful entrepreneur and juggling that with motherhood I don't feel like a success. Worrying that I don't spend enough time with my child is one thing, but now I'm adding to the list a fear of not being thin enough or attractive enough. So thanks Mattel. More innocent and impressionable young girls growing up to believe that business success means looking like a supermodel is just what we need.
Jo Davies is the founder & CEO of ZAK Media Group
