We haven’t even hit Black Friday yet, but Mattel is already trying to take control of the holiday season gift discussion with an attempt at breaking gender stereotypes. The toymaker and fashion label Moschino have featured a young boy in their new ad.
The 30-second spot for the Moschino-clad Barbie doll includes a boy actor with a mohawk. “Moschino Barbie is so fierce,” the boy says as he puts a purse on the doll’s shoulder.
Of course, the commercial is for a product you can’t buy unless you want to rob a bank. According to The Washington Post, Mattel only made 700 of the dolls and they cost $150 each. If you want them on eBay, who would have to spend over $300. (Although you could buy just the Barbie purse for $59.99.)
Therefore, the commercial seems like just an online gag and it’s made to look like a traditional toy commercial. And the boy might be more of an inside joke than an attempt at sparking a larger discussion in society. Blogger Andy Towle notes that the actor looks like a miniature version of Jeremy Scott, Moschino’s creative director.
Still, there is an ongoing movement to end gender stereotypes when it comes to toys. Over the summer, Target was blasted for the “girls’ building sets” label and the company decided to drop that. Target also dropped dedicated boys and girls sections in the bedding aisles.
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