The real story of strong female leadership behind creation of Barbie doll

When the Barbie doll was presented at the New York International Toy Fair in 1959, all the big buyers, including the major American store brands were unimpressed and refused to buy any.

Business Standard : In marking the 60th anniversary of one of the world’s best-known toys, the Barbie doll, scholars and journalists have a wealth of angles to explore. The impact of the Barbie doll on girls’ body images and the spread of a stereotypical model of womanhood has been the subject of extended reflections. They can also focus on the American company that markets it, Mattel, and its current difficulties in dealing with more interactive toys. Yet one story that’s much less known is that of Ruth Handler, the creator of Barbie and one of the founders of Mattel.

A succession of trials and tribulations

The first part of Ruth Handler’s life is a succession of challenges. Born Ruth Moskowicz in Denver, Colorado, in 1916, she and her family were Polish Jews who had earlier immigrated to the United States. The youngest of 10 children, she could not attend university and initially found work as a secretary. She married Elliot Handler in 1938 and together they traversed the ordeal of World War II, which affected all of the United States. Then came financial hardship for the young couple, living in California with two children. At the time Ruth Handler was 30, but she had a huge ambition for her life and a big vision for the Handler family.

She encouraged her husband to use his design skills to create a company manufacturing plastic objects. Mattel was founded in 1945 and success quickly arrived. Behind the scenes, Ruth’s creativity, energy, intelligence, willingness to take risks and determination worked wonders. While she didn’t take the title of president until 1967, these qualities made her the real leader of Mattel.

Poker and strategic breakthroughs

One of Ruth Handler’s rare qualities was her visionary ability to anticipate. She was able to analyze subtle signals in the marketplace, identify potential innovations, and develop strategic breakthroughs.

For example, Mattel was looking for an original way to promote one of its first toys, a plastic machine gun. While toys has previously been marketed to parents, who chose them for their offspring, Ruth had the idea of speaking directly to the end users, as such. The approach was the Mickey Mouse Club television program, which Mattel sponsored in 1955. After seeing the program, thousands of children asked their parents for the new toy, a reversal from the traditional process. While this idea may seem unremarkable to us in the 21st century, it was a clear break in the marketing dogma of the time.