Bye-bye Barbie; Dolls get Asian American makeover

By Catherine E. Toth
Advertiser Staff Writer

Realistic or stereotypic? Mattel's Mari, the Japanese American character from the Generation Girl line, is supposed to look like an Asian teen, complete with techie gadgets and a karaoke machine. Jeff Widener • The Honolulu Advertiser

Ethnic characters are a popular trend in dolls and doll manufacturers are focusing on Asian Americans, who constitute one of the youngest and fastest-growing segments of the U.S. population, with the highest household incomes — a potential market of about 10 million people. That number increases when you include the thousands of American families that have adopted Asian children.

These dolls "represent different cultures, and you want to expose your children to everything," said Suanne Kim, a 33-year-old first-grade teacher from Mo'ili'ili and mother of two children, both a mix of Chinese, Japanese, Korean and Caucasian. "I think they promote cultural awareness. Hopefully it will promote cultural harmony and everyone could get along better."

That's the hope but not always the intention, the profit motive being strong.

"The Asian American community has buying power," said Jonathan Okamura, a University of Hawai'i-Manoa assistant professor of ethnic studies who specializes in ethnicity and ethnic relations in Hawai'i, noting the community's higher-than-average median family income. "They (manufacturers) have obviously looked into the market for these dolls, at the parents' ability to purchase dolls and their desire to do so."

There are about 10.2 million people of Asian ancestry in the United States, making up roughly 3.6 percent of the population. The Asian population grew 48 percent between the 1990 and 2000 Census reports, compared with 58 percent for the fastest-growing ethnic group, Hispanics. In Hawai'i, more than 500,000 residents listed themselves as Asian Americans.

The median income of Asian and Pacific islander households in 1999 was $51,205, the highest income of any racial group.

The new generation of ethnic dolls aren't traditional at all. They represent a fresh, youthful image of minority Americans in an attempt to lure a new generation of potential doll owners who have outgrown the dated glamour-girl Barbie.

"Barbie has grown to be the No. 1 fashion doll because she always reflects what's going on in a little girl's world," said Julia Jensen, spokeswoman for Mattel Inc. "And as the culture expands and the diversity increases, it's important that we reflect that in Barbie's world to stay right in step where today's girls are."

Action figures favored

When doll sales slumped for the first time in years in 1999, toy manufacturers went back to the drawing boards, trying to figure out what would re-ignite the interest of girls who increasingly bypassed the Barbie aisle for electronic toys.

Newcomers to the doll market, such as Get Set Club and Smartees, have gone ethnic as well. Get Set Club's Gia, with her distinct Asian features, is an action figure that can transform into an artist, banker, journalist, business owner or scientist. Smartees' Asian American doll, Amanda Chung, is an architect complete with her own compass, drafting table and hard hat. Veteran doll company American Girl also allows girls to create their own doll by choosing hair, skin and eye colors.

Doll manufacturers are realizing today's girls want more action figure than fashion doll. Not only has Barbie gotten an updated wardrobe, but she has also gotten a job — lots of them — ranging from veterinarian to pro soccer player. And the quintessential California girl has moved Manhattan, traded in her sunscreen and bikinis for trendy clothes and cooler friends, most of whom are minorities.

Mattel introduced Generation Girl two years ago. The line features distinctly ethnic faces and uber-hip accessories. Mari, for example, comes with a pager, cell phone and laptop.

But there's another concern.

Avoiding stereotypes

"It's good to see Asian dolls popping up in stores," said Dina Gan, editor in chief of aMagazine, an award-winning national publication for Asian Americans, "but it's important that they stay away from stereotyping."

To demonstrate: Mari of Mattel's Generation Girl line exemplifies the techie stereotype of Asian Americans — that this group is savvy with computers and electronics.

Other ethnic characters fall into line, too: Nichelle Williams, the African American character, lives in a brownstone in Harlem, studies African American history and loves jazz and hip-hop. Ana Suarez, the Latina member of Generation Girl, is physically fit, health-conscious and — surprise! — loves salsa.

"The Mari of Generation Girl ... is a travesty," Gan said. "It looks like they took a regular Barbie and slapped on a black wig and platform shoes. She seems to be a new stereotype — the J-pop rocker chick — but a stereotype nonetheless."

Jensen did not comment on how Mattel responds to attacks of stereotyping or how the multimillion-dollar company can avoid it.

"How could manufacturers get around creating dolls that have stereotypical features? I guess to some extent Barbie herself is a stereotype," Gan said. "She's the big-breasted, small-waisted, wide-eyed dumb blonde. It always disturbs me when I see little black or Asian girls playing with blonde dolls. It's like, is this some kind of conspiracy to keep the white race on top of the beauty hierarchy?"

But Gan is in favor of Lucy Liu action figure distributed by JAKKS Pacific. She's not alone; it has been sold out in Hawai'i toy stores and on the Internet for months.

"It's a positive, fun image," Gan said. "A far cry from those ultra-exoticized 'Far East' Barbie dolls."

But some think any Asian doll is a positive. Asian dolls "could be a good thing," said Lori Kimura, a 21-year-old first-time mother and University of Hawai'i senior studying social work. "Kids should notice the difference (between ethnicities) and not expect everyone to look like the dolls with the blond hair."

Kimura, who is Japanese and Caucasian, never had the opportunity to grow up with dolls that resembled her. Now that she has a daughter, she said, she would consider buying Asian-inspired dolls.

"I wouldn't just buy only those," she said. "I'd buy all the different kinds. Variety."