More Muslim Competition for Barbie
In the competitive world market for Barbie-like dolls a new contender has emerged. Salma, from the word ‘peace' in Arabic, is a new Barbie inspired doll that promotes positive Islamic values. The new doll, created by Sukmawati Suryaman, an Indonesian businesswomen, is the latest competition to Mattel's Barbie doll in the Muslim world.
In many Islamic states, Barbie has been banned because she is perceived as promoting promiscuity and sexuality. This has led to an increase in the number of dolls similar to Barbie that lack curvaceous bodies and revealing garments. Dolls like Fulla, Razanne and now, Salma, target an audience that does not relate to Mattel's Barbie. Instead, these dolls include clothing that covers arms, legs and navels. They also include veils to cover the dolls hair. Right now, each of the aforementioned dolls, with the exception of Barbie, is primarily popular in only one geographic region, Fulla in the Middle East, Razanne in the United States and Salma in Indonesia.
So far, these dolls have proved popular for their target demographic, Muslim girls and their parents who are looking for a doll that is culturally aligned with their belief system. While current production levels of Salma are low enough that her creator still produces Salma's clothes with help from friends and family, Fulla and Razanne are produced in larger quantities. Fulla has sold over 1 million units and Razanne is currently selling about thirty-thousand units each year. While Mattel sells several Barbies inspired by the Middle East, they have not proven popular and have been criticized as ‘stereotypical' portrayals of women in the Middle East. So should Mattel get on the bandwagon and start producing a Barbie doll that is acceptable to Muslim girls and their parents?