Up-Cycling Barbie: “Bad Feminism” for Mixed-Up Times

Abstract

This paper explores both the critical and the contradictory ways ‘gender’ is enacted in what has become a blockbuster at once wildly popular, and as well a site of controversy and censorship. Examining the reporting on and reviews of the film Barbie, providing some of the actual history of its design, as against its narrative re-presentation in the film, looking in particular at its ironic remediation of gendered games and play, the paper also identifies some of the cinematic techniques through which the movie reinvents Barbie as a filmic feminist, through a deconstructive and reconstructive upcycling of the iconic material Barbie en plastique. The director’s embrace of an explicitly feminist narrative re-frames a 60-year-old doll and upcycles Barbie for a new generation, reaching an unprecedented global audience with its diverse, inclusive casting, its satirizing of patriarchy and a passionately feminist speechifying moment that couldn’t happen nowadays across an increasingly litigation-sensitive academy, yet has gained astonishing traction in popular media, and enthusiastic re-citation in TikTok. Those commitments, however, sit uncomfortably with the Mattel Toy company’s embrace of a new market for a product at risk of obsolescence from a generation of mothers raised on one or another ‘wave’ of feminist thought, and the considerably different versions of feminism that the film avows, and those it enacts.