It is a promotional coup two brands that are criticized for their image of women for decades: A Barbie in a swimsuit adorns the anniversary edition of “Sports Illustrated” Bikini Edition. The turmoil in the network is large.

White Sunglasses, blond hair, hands on hips and wearing only a black and white striped bathing suit – so Barbie has been set for the “Sports Illustrated” in the scene. The bikini issue of US magazine celebrates its 50th Birthday and brings it arguably the most famous plastic doll in the world in the magazine.

It is a marketing coup: On four pages Barbie is presented in a promotional feature. Photographed by Walter Iooss Jr., who photographed the human Bikini Models for “Sports Illustrated” for decades. To be photographed for this edition, like a knighthood in the modeling business. Title heroines were already Heidi Klum, supermodel Tyra Banks, Elle Macpherson, Bar Refaeli, Laetitia Casta. Even athletes like Serena Williams and Steffi Graf adorned already the karriereförderndste cover the world.

So now Barbie. She is wearing a modern version of her bathing suit from 1959. In the early years it was the only doll in this outfit to buy. 1000 copies of the anniversary edition are a cover envelope obtained on which it is referred to as “the doll that started it all,” says the “New York Times”.

Anniversary Of Sports Illustrated:”I’ve never compared myself with Barbie”

The campaign runs under the title “Unapologetic” (roughly translated: not ready to apologize). The two brands that are confronted with a decades complaints about their image of women want, so show: We need to justify anything. Critics view the certainly different.

Barbie producer Mattel looks susceptible to allegations for years , the doll would make a bad role model for girls. On several occasions, nutrition experts , feminists and fighters have disturbed against the anorexic Barbies supposed to dream figure and demanded more normal dimensions . Only in December created activists an XXL version with broad hips and triple chin. For ” Sports Illustrated ,” says Critics repeatedly that women are represented as objects . Her production is sexist.

It is therefore not surprising that shortly after the announcement of the campaign criticism is loud. The bikini issue of ” Sports Illustrated ” Barbie will show that it was a bad role model for girls, according to a blog. A comment under the entry reads: ” It’s easy not to have to justify for his body when he is regarded as the ideal of beauty of the society in which one lives. ” But there are also other voices : “I’ve never compared myself with Barbie and I felt bad ,” it says in a further comment.

In particular, Mattel hopes for a great success of the campaign: For 2013 Barbie was not a big seller. The U.S. toy manufacturers began last year, six percent less from the plastic dolls. In the fourth quarter, with the important Christmas sales fell by as much as 13 percent lower than in the last three months of 2012.

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