A recent investigation published by The BMJ sheds light on toy company Mattel’s controversial “Barbie School of Friendship” program, which aims to teach empathy to children through role play exercises. However, the company has faced criticisms of “stealth marketing” after providing free Barbie and Ken dolls to 700 schools across the UK.

Investigative journalist Hristio Boytchev reports that this program has the potential to reach over 150,000 pupils. While Mattel claims that playing with dolls can have major developmental benefits, experts have raised concerns about gender stereotyping, the use of research to justify the program, and the ethical implications of marketing products through schools.

Psychotherapist Philippa Perry expresses suspicion towards the program, calling it potentially exploitative. Mark Petticrew, a professor at the London School of Hygiene & Tropical Medicine, describes the program as “alarming.” May van Schalkwyk, a specialty public health registrar at the same institution, questions the use of heavy branding and asks why children should be exposed to this form of stealth marketing.

Despite the criticisms, some teachers like Lisa Georgeson from Lord Blyton Primary School in Tyne and Wear view the program positively due to the lack of funding in schools and the free resources provided by Mattel.

The program references research sponsored by Mattel and conducted in collaboration with Cardiff University. The studies suggest that playing with dolls leads to higher brain activity and the use of “internal state language” describing feelings and thoughts. However, it is important to note that these studies do not provide insight into long-term developmental or behavioral effects.

In response to criticism, a Mattel spokesperson provides anonymous teacher testimonials praising the program’s positive impact on pupils and the diversity of dolls in terms of body type, disability, and skin tone. The spokesperson also hints at the possibility of expanding the program to other markets based on its positive results.

The British Department of Education refrains from evaluating the program and states that schools have the autonomy to choose appropriate educational materials.

 

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