behind every static face lies a story....

Barbie's bad year: the truth behind a plastic smile

By James Schloeffel is a freelance writer
THE AGE

hehe. quite an entertaining read.

Tale of two loves: Barbie split with her boyfriend Ken (right), for a much younger love, but the long-time lovebirds have now reunited. Photo: AP.

BARBARA Millicent Roberts, better known as Barbie, is turning 50 this year. All year. You've no doubt read the accolades: she's sold 100 million dolls in 150 countries, held down 108 jobs and worked with more than 70 fashion designers. It's been a charmed life for the multi-talented blonde. Or has it?

Despite the PR spin, life hasn't always been so rosy for Barbie. Step back to 2004, the year I spent working for toy giant Mattel, and things were not so jovial. This is my behind-the-scenes look at Barbie's annus horribilis.

I started at the Australian HQ of Mattel, in Melbourne, just weeks after news broke of Barbie's split from Ken. It was an awkward time. The couple had been the yardstick against which modern relationships were measured, mine included. Barbie and Ken (we sometimes referred to them as just "Ben") had juggled successful careers and the pressures of the celebrity spotlight for more than 40 years. No one had expected this, not after all these years, and certainly not 24 hours before Valentine's Day. What a kick in the guts.

The press release that announced this news talked of a "mutual decision", but there was a sense among the people in the office that there was something else at play. Was Ken gay? Had there been an affair? Was this just a smart publicity play? And who would look after the horse?

We never did find out about the horse, but no one was surprised when Barbie kept the caravans, the Ferraris, the castles and the jacuzzis. Ken was left with nothing.

Before the ink was dry on the press release, we began seeing a lot more of a guy called Blaine, an upstart Australian surfer, 20 years Barbie's junior, with washboard abs and a fake tan. Sure, he was hot; sure he had a range of cool friends. But he didn't have a white tuxedo or a rock-hard comb-over.

He was no Ken Carson.

By June, just months after the break-up, Barbie and Blaine were officially together. Oh, and Blaine just happened to be the brother of Barbie's best friend, Summer. How convenient.

If Barbie was missing Ken, she wasn't showing it. To the outside world she couldn't have looked happier. A new man, a fab-looking body (word was she'd had work done) and a new range of friends.

But we saw a different side. Behind the plastic smile and the fancy new look, Barbie was hurting and it had nothing to do with the men in her life. A new girl had arrived on the shelves. She was younger, curvier and had what every seven-year-old girl wanted — fishnet stockings, high heels and an oversized, almond-shaped head.

Her name was Bratz. At first it was nothing more than an annoyance — Barbie had seen countless wannabes come and go — but it seemed Bratz was different. She was here to stay.

By winter Bratz was the highest-selling doll in Australia, and other countries soon followed suit. Bratz was everywhere. Barbie was ropeable. She'd always been a bit of a princess but now Barbie became desperate, seeking attention at every opportunity. It was hard to watch.

First, she insisted Mattel start proceedings on her behalf to trademark the colour pink. Then, trying desperately to follow the success of Elle and Kylie, she launched her own adult underwear range. Sales flopped. And where was Blaine during all of this? Strangely absent. Rumour had it he'd nicked off back to Australia to surf with his mates. And Ken? No one knew where he'd gone.

By 2005 things were spiralling out of control. Barbie simply was no fun to be around and, I'm man enough to admit, I couldn't handle the heat. In September I left the toy industry altogether.

Postscript

FOUR years on, a lot has changed. If I'm honest, I didn't think Barbie would be around at 50, but she's proved me and so many others wrong.

In 2006, out of the blue, Ken returned and on Valentine's Day the pair got back together.

Last year, on Barbie's behalf, Mattel took Bratz to court again, this time arguing that dressing like a tramp had been her idea all along. Barbie won and in December a United States court ruled that Bratz had to be pulled from the shelves.

This year Barbie has shown the recession who's boss, securing no fewer than six jobs, including as a Sea World trainer and a vet.

Barbie doesn't talk much about 2004 these days. Apparently, she denies the calamitous events occurred at all. But then, she's always been good at make-believe.

The Forever Barbie exhibition is at Federation Square June 26 to July 12.