Barbie — yes, the plastic doll Barbie — is going to be featured in Sports Illustrated’s Swimsuit Issue, which hits newsstands next week. Ad Age reports that the photos are part of a new Mattel ad campaign titled “Unapologetic.”
Apparently Mattel is tired of hearing how Barbie’s ridiculous look can fuel girls’ low self-esteem, and so there are quotes like this, from a company spokesperson:
Barbie is a legend in her own right, with more than 150 careers and a brand valued at $3 billion. She is in great company with the other legends such as Heidi Klum and Christie Brinkley, to name a few. As a legend herself, and under criticism about her body and how she looks, posing in ‘Sports Illustrated Swimsuit’ gives Barbie and her fellow legends an opportunity to own who they are, celebrate what they have done, and be unapologetic.
Oh, we get it now: Legendary legend Barbie is a legend just like human legends. That’s fantastic.
SI is just as pleased with the Barbie campaign, because money. Oh, and some bullshit about “values.”
“From its earliest days, Swimsuit has delivered a message of empowerment, strength and beauty,” SI’s swimsuit editor MJ Day told Ad Age. “We are delighted that Barbie is celebrating those core values in such a unique manner.”
The world is a wonderful place.