Mattel's team also considered targeting market audiences of career women and their daughters by introducing lines of Doctor or Lawyer Barbies. This move might also have been rejected because of the success of MGA's sexualized Bratz dolls. Mattel consultants initially considered reducing the Barbie's breast size, but later claimed that the doll's figure could not be changed because "being consistent is one of her biggest strengths". Mattel therefore attempted to overhaul the Barbie brand to keep the toy relevant to consumers in the modern age by bringing in consultants and conducting research on key market groups. īarbie's net popularity on the toy market began to decline in the 1990s, and struggled further in 2001 when MGA Entertainment introduced a line of dolls under the name Bratz, whose sexualized characters contrasted with Barbie's older, chaste image. Scholars examining how the Barbie films differ from other princess narratives have concluded that Mattel intentionally attempted to remediate its brand based on feminist criticisms through storytelling in the films. The films were created in an attempt to revive sales and love for the brand since the 1990s due to the rise of online and digital media. The films feature Barbie as a virtual actress playing the main character, and often frame her as a modern girl telling the story to one of her sisters or a younger friend, often as a parable to present affairs. The 35th release, Barbie: Video Game Hero from January 2017, marked the last time a Barbie film aired on American television.
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For the following 15 years, the films were released both on DVD and as TV specials on Nickelodeon, with Blu-ray and " Digital HD" additions appearing from 2013 till then. The next year, the franchise made its American television debut on Nickelodeon with its second film, Barbie as Rapunzel.
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The film series began in 2001 with the direct-to-video release of Barbie in the Nutcracker. Since then, they are currently and primarily available on streaming services, such as Netflix. From its beginning until 2017, the films aired regularly on Nickelodeon in the United States. Barbie is a fashion doll manufactured by American toy company Mattel who has had appeared in a media franchise of computer-animated films and related media.
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