Day of The Dead Barbie Sparks Backlash As Mattel Posts Quarterly Sales Increase

Mattel may be enjoying some increased sales due to the pandemic, but that doesn’t mean all of the decisions the toy company has made are being well-received, as the second iteration of their Day of the Dead Barbie doll is receiving some negative attention online.

The company released the “Dia De Muertos 2020” doll for adult collectors on their website, where it sells for $75.00. According to a description, the “Barbie doll is a vision with her face painted in a captivating Calavera design. Her blush-colored lace dress is embellished with tiny pearlescent details and open slightly to reveal a second layer embroidered with floral and skeleton accents. Golden highlights in her hair shimmer beneath a crown of skeleton hands holding roses and marigolds.”

The website also details that the series of dolls honor “the traditions, symbols and rituals” seen throughout the multi-day celebration, which occurs in Mexico and sees families celebrate the memories of their deceased loved ones. Tradition also sees a belief that the souls of those of have departed are also able to come back and spend the day with the living again before returning to the spirit world.

However, while Mattel may believe the doll shows more of their commitment to inclusivity, some have slammed the company, stating since the announcement of the second edition in September that it is actually a form of cultural appropriation.

“[expletive] @Mattel and @Barbie quit thieving and appropriating my culture for profit,” one person wrote on Twitter at the time of the announcement.

With the holiday approaching on Nov. 1, thoughts about the doll appropriating Mexican culture have surfaced once again.

Similar concerns were voiced after the initial doll was released in 2019.

However, despite the backlash over this particular doll, Mattel is still seeing financial gains, with Reuters reporting Oct. 22 that the company had reported a rise in quarterly sales ahead of the holiday season. The increase is driven in part by kids being at home more due to the pandemic but is also believed to be tied to the brand’s attempts to be more inclusive with different skin tones, body types and cultures represented. Gross sales of Barbie dolls rose 29% in the quarter, for a total of $532.2 million in sales.

Net sales for the company came to $1.63 billion in the quarter ending Sept. 30.