Barbie has made quite the transition—from stepping into life in high-heeled mules to balancing on flatter ground as her careers continue to expand, according to researchers.
A detailed analysis of nearly 3,000 Barbies over 65 years shows a trend where high heels have been replaced with flatter styles, reflecting relaxed workplace norms and opening doors to various careers for these PVC dolls.
The gradual shift towards practical footwear mirrors Barbie’s ongoing engagement with professional roles. The study noted that “Barbierland has a dynamic environment with evolving employment patterns and social policies.”
This investigation, led by a podiatrist from Australia and the UK, drew inspiration from Greta Gerwig’s 2023 film, where Margot Robbie’s Barbie grapples with an identity crisis, prompting discussions among foot specialists.
Professor Cylie Williams from Monash University in Melbourne pointed to a specific scene that ignited conversations and text exchanges among her peers. “When we were kids, Barbie was all about those high heels,” she remarked. “But has she really flattened out? What about the actual toys?”
Thus began a quest to uncover the evidence. Equipping themselves with measuring tools, including a goniometer, along with access to Mattel’s archives and personal collections, Williams and her team evaluated the foot angles of 2,750 Barbies produced from 1959 up to June last year.
Initially, during Barbie’s first 30 years as a fashion figure, she had a hard time representing careers like an astronaut while simultaneously working at an ice cream shop. At that time, her feet were designed with a 40-degree angle, maintaining a tiptoe posture.
However, starting in 1990, dolls began to appear with flatter footwear. Barbie increasingly embraced functional flats, taking on various roles—from serving at McDonald’s to hunting fossils as a paleontologist, even diving into video game creation and crafting artisan cheese at farmers’ markets.
Research published in a journal suggested that by mid-2024, around 60% of newly released Barbies would sport feet that are firmly grounded.
Williams argues this change reflects broader shifts in workplace culture and legislation. She noted, “Over the decades, women’s roles have evolved. There were jobs where high heels were a requirement, like flight attendants or bank employees.”
Before the Women’s Business Ownership Act of 1988, women in the U.S. often needed a male co-signer to secure business loans.
When asked about potential takeaways, Williams mentioned wearing high heels herself during an interview with the Guardian but emphasized the need to move away from negative messages regarding heels and their potential harms.
Instead, she believes women, much like Barbie, should have the freedom to select footwear suited for their needs.
Dao Tunprasert, a podiatrist at Brighton University, reflected, “Barbie’s ankles haven’t been able to bend for three decades, which can symbolize a lot about societal expectations placed on women, including those around dress codes requiring heels.”
This research effectively sheds light on how even fashion dolls can mirror shifts in societal norms, encouraging women to choose their footwear without fear of judgment from health professionals.
A spokesman for Mattel stated that after over 65 years of innovation, the last decade represented significant advancements for the Barbie brand. They have focused on ensuring every child can see themselves reflected in Barbie through enhanced diversity in skin tones, hair colors, body shapes, and presentations of disability.
