Barbie has always been the star of the show, overshadowing her longtime companion, Ken. According to toy industry expert Jim Silver, for every Ken doll sold today, there are generally eight to 10 Barbies sold. However, with the release of Warner Bros’ movie “Barbie,” which was co-produced by Mattel, Ken is finally getting some attention. The film has sparked a debate about Ken’s role in Barbie’s world and his own evolution over the years.
Ken was introduced in 1961, two years after Barbie made her debut. But unlike Barbie, Ken hasn’t had the same impact on the toy industry. “Barbie’s world is about Barbie, and Ken may be an accessory of sorts,” said Ed Timke, an assistant professor of advertising and public relations at Michigan State University. Decades of marketing have put Barbie at the center stage, leaving Ken in the background.
However, the new attention around Ken following the release of “Barbie” has received some pushback. Many argue that the movie is about Barbie and that’s where the spotlight should stay. Nevertheless, the dynamic between Barbie and Ken in the film has prompted discussions about gender and Ken’s representation. Throughout the years, Ken’s relationship with Barbie has been interpreted in different ways. While Mattel advertised Ken as Barbie’s boyfriend, many also saw him as her best friend and even a queer icon. Certain versions of Ken, such as Earring Magic Ken in 1993, became popular among LGBTQ consumers.
Although Ken has had fewer career changes than Barbie, Mattel has made efforts to diversify his image. In 2017, the company introduced more skin tones, body types, and hairstyles for Ken dolls. Some versions of Ken also come with prosthetic legs, wheelchairs, and hearing aids. These changes, along with similar ones made to Barbie since 2016, have increased the dolls’ popularity and sales.
While it is uncertain if the “Barbie” movie will have a long-term effect on Ken’s sales, experts predict a spike in interest in the short term. Juli Lennett, VP of the US toys industry advisor at Circana, believes that Ken doll sales will experience a strong lift in sales following the movie’s release. Additionally, other branded products related to the film, like Ken-themed apparel, have gained popularity.
