“Questioning” – Educational/outreach campaign (OOH, commercial, social media)

Copywriting and Graphic Design by Isabelle Galus

Barbie and Ken, culturally iconic as they are, have long represented the immovability of gender roles, expression, and identity in Western culture. Barbie dolls– hyperfeminine products of the societal institution that is “Mattel”– are a right of passage for little girls. In contrast, young boys are encouraged to engage with representations of masculinity: muscular G.I. Joes, plastic bulldozers, trucks, or building blocks. When a child shows interest in the opposite gender’s toys, they are often discouraged and redirected to the “appropriate” ones. Seeking to right the wrongs of its contributions to sex-based rigidity, Mattel collaborates with Trans Lifeline, a resource trans people needing support and folks questioning their identities. In this world, Barbie and Ken even question their own assigned genders.

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