Mattel has produced a film in which it is happy to allow light criticism of the company and its Barbie brand — as long as the criticism is within the commercial pink profit-making box. For decades, Barbie dominated the fashion doll shelves around the world. Now Mattel has made a blockbuster film, and Barbie continues to shape our imagination of womanhood, success, ambition, social hierarchy, beauty and possibility. The movie strategically threads the needle of continuing tight corporate control over what we as consumers think about Barbie while superficially leveraging years of critique of the brand and its messaging. The "Barbie" film focuses on the gender divide but doesn’t begin
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