Barbie is once again making headlines. This past week, the Campaign for a Commercial Free Childhood (CCFC) launched their “Hell No Barbie” campaign. The campaign is a reaction to Mattel’s new “Hello Barbie” doll, which is programmed to have conversations with children in real time.
The most disconcerting aspect of the new Barbie doll which the CCFC has taken issue with, however, is the nature of Barbie’s interactions. Using a microchip to connect Barbie to a nearby Wi-Fi connection, a child’s conversations with Barbie will be recorded and sent to a server which will subsequently interpret the conversations and respond with a pre-recorded message. Critics of “Hello Barbie” have nicknamed the new doll “Surveillance Barbie” or “Big Brother Barbie,” suggesting that Mattel is using children’s recorded messages to spy on them for marketing research.
Those involved in the creation of the “Hello Barbie” have denied claims made by the advocacy group. In an Oct. 29, 2015 article, Tom Sarris, the director of communications at ToyTalk—the company that created the “Hello Barbie” technology—assured CBC News that “all parties involved are prohibited in using the data to advertise to the child.”
Furthermore, Mattel reasoned that they are merely meeting popular demand, stating in a video ad for “Hello Barbie” that “the number one thing girls have been asking for is to have a conversation with Barbie.”
A franchise started in 1959, the Barbie empire has come under scrutiny in recent times. Though once a hugely popular toy, competitor dolls like MyScene and Bratz, alongside a politically correct backlash accusing Barbie of perpetuating sexism, have resulted in declining sales over the past 15 years. During 2014, Barbie’s sales fell 16 per cent. In the January quarter, the brand reported a 59 per cent drop in net income, approximately $149.9 million.
“Hello Barbie” is priced at US $74.99 and is currently available on Mattel’s website for pre-order. Department stores will begin stocking the in late November, just in time for Christmas.