Word: mattel
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Dates: during 1990-1999
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...market that has been all but ignored in favor of the seemingly bottomless appetite of boys and young men for so-called twitch games, like the bloody, light-speed shoot-'em-ups Quake and Doom. Why the sudden interest in what young women may want? In a word: Barbie. Mattel last fall released a disc called Barbie Fashion Designer that was a runaway best seller, proving once and for all that if the pitch is right, the girls will play. "There's always been an interest in marketing for girls," says Suzanne Groatman, children's software buyer for the retail...
...MATTEL Washington is reluctant to put F.D.R. in a wheelchair, but the toymaker plunks a Barbie look-alike in one--and hot pink to boot...
Scene II: Cruella's office. On the wall is a large plaque, saying "To Cruella P. Joy, for Outstanding Productivity, 1988," and on her desk is a stuffed toddler--Maria's little sister, who was caught several years ago trying to eat the plastic contents of a Mattel refrigerator. Cruella cackles wildly at the raggedy mob. "Fools! Santa isn't here. He doesn't even know you exist--that's the beauty of subcontracting...
...mother of three young girls (and a boy), I was disappointed in "Barbie Boots Up," describing Mattel's president Jill Barad and the launch of three Barbie interactive computer programs [BUSINESS, Nov. 11]. Sure, my girls like to play with Barbie--a lot, in fact. But we encourage our children to engage in a variety of activities. I fail to see how creating 15,000 Barbie fashion outfits on a computer will give girls an edge. I'm amazed at how American society reinforces extreme stereotyping, as with this Barbie software, and then bemoans the fact that young girls...
...high school student, I witness examples of female subordination daily. Stereotypes are so ingrained in our culture that they are seldom questioned by my peers. If Mattel's president Jill Barad is truly concerned about American girls' future, she should approach female computer illiteracy in a manner that does not enforce the stereotypes we are supposedly trying to banish. Mattel's Barbie Fashion Designer program will only distract girls from the healthy activities that steer them away from oppression. CLAIRE CREVEY, age 17 Indianapolis, Indiana...