Monday, November 24, 2014
Mattel Apologizes for Making Barbie Look Incompetent in Barbie: I Can Be a Computer Engineer
Written by Laura Stampler
One of Barbie’s future careers should be in damage control.
Mattel and Random House found themselves at the center of an online firestorm this week when the Internet lampooned a book called Barbie: I Can be a Computer Engineer. A more accurate title would be Barbie: I Can be a Computer Engineer… If the Boys Do All the Work For Me.
Although Amazon lists the book as being published in July 2013, VP of Barbie’s Global Brand Marketing Lori Pantel told TIME that it came was published in 2010 and that “since that time we have reworked our Barbie books.”
On Monday, comedian Pamela Ribbon found the book at a friends house and ripped it to shreds on her blog, inspiring major backlash.
So what did the Twitterverse get in a tizzy about? Although the book’s title would indicate that its fights stereotypes against the tech industry’s gender gap, readers only need only get it to the second page to find out that Barbie is completely incompetent. While she’s capable of conceptualizing a game about a cute robot puppy (gender cliche, but we were ready to go with it — who doesn’t like robot puppies?), Barbie needs boys to actually do the computer programing for her. When Skipper asks if she can see the program, “Barbie says, laughing, ‘I’ll need Steven’s and Brian’s help to turn it into a real game!'” Silly Skipper and your high expectations!
The rest of the book involves Barbie crashing her computer (duh), passing a virus to Skipper (a pillow fight ensues… I mean, really), ignoring her female computer teacher’s advice on how to fix the virus (because if we’ve learned one thing, it’s that ladies should not be trusted with such things), and finally letting brogrammers come to her rescue. While Steve and Brian seem like nice enough guys, they don’t even teach Barbie what to do on her hot pink laptop.
“The portrayal of Barbie in this specific story doesn’t reflect the Brand’s vision for what Barbie stands for,” says Pantel. “We believe girls should be empowered to understand that anything is possible and believe they live in a world without limits. We apologize that this book didn’t reflect that belief. All Barbie titles moving forward will be written to inspire girls imaginations and portray an empowered Barbie character.”
In case they were in need of inspiration, people have been tweeting funny rewrites of the text so that it actually empowers women.
Barbie has been derided for a lot of things — her anatomically impossible figure, for example — but her career goals seemed on track if not admirable. She has been to space and business school But success involves more than just dressing the part. If you pair a doll with a hot pink laptop, she better know how to use it.
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