Mattel is introducing Entrepreneur Barbie ($12.99) this summer with a big social media campaign using the hashtag #unapologetic. The toy company partnered with eight real female entrepreneurs to get it right. Two of them, founders of online furniture retailer One Kings Lane (Alison Pincus) and luxury apparel broker Rent the Runway (Jenny Fleiss) went on The Today Show to promote Entrepreneur Barbie. The doll wears “a sophisticated dress in signature pink that features modern color blocking and a sleek silhouette.” Smartphone, tablet and briefcase included.
Entrepreneur Barbie looks pretty similar to the “I Can Be…President Barbie” of 2012. The big difference is in the shoes. The 2012 President Barbie was the first doll in 53 years of production that was able to stand straight on her feet without assistance (she used magnet-filled wedges!). It seemed like a big step in Barbie history, but her instep independence didn’t last long. Entrepreneur Barbie, like most Barbies today (with the exception of barefooted Beach Party Barbie), cannot stand alone. They tend to, well, lean in.