Issue and Opponent: The Barbie Liberation Organization was a group of activists and artists seeking to question gender stereotypes reinforced by Mattel Barbies.
Dilemma Action: The BLO bought or acquired dolls, then switched the voice boxes of G.I. Joes and Barbie dolls through a researched technical method. Some things said by Teen Talk Barbie would be “Math is hard!” Or, “I love shopping!” The BLO then returned the dolls to the store, allowing them to be sold to children. A G.I. Joe would then say “Let’s plan our dream wedding!” and the Barbie “Vengeance is mine!” The group also placed stickers labeled “Call your local TV news on the back, to incite media coverage.” The group also published a guide to switching the voice boxes, encouraging others to take up the practice.
The dilemma action here is either the Mattel company makes a statement against the BLO’s voice switching, and is forced to argue why the gendered speech chosen for Barbie or G.I. Joe is appropriate, or they must ignore it, and allow the group to further the cause of those critical of Mattel for reinforcing gender norms.
Outcomes: Although the group only altered about 50 dolls, through enhanced media tactics, they were able to claim numbers of 300-3,000 internationally. The group organized two children, one in New York, and one in California, who were ready to speak to the press about their new dolls. They also had dolls ready to be delivered to stores near reporters who would call, increasing the reach of the story. As such, they had very favorable media coverage. Since the group bought the dolls, then returned them without getting a refund, the store owners were happy as they had sold the item twice. Mattel did not respond, but was rumored by some to be “amused.”