10/11/2025
Despite what many folks might think about Barbie (& Ken) this story highlights how very different our world was back then, before we had ever heard of them.
A world where girls dolls were babies and most women were expected to be mothers and homemakers.
Our aspirations have changed and maybe, just maybe Barbie had something to do with it.
Ruth Handler watched her daughter play with paper dolls imagining adult careers. In 1959, she created Barbie—the doll that let girls dream beyond motherhood. Then she built a toy empire.
The 1950s. Post-war America. Women who'd worked in factories during World War II were being pushed back into domestic roles. The "ideal" woman was a housewife and mother. Career ambitions? Those were for men.
In this environment, Ruth Handler was building a business.
Born Ruth Marianna Mosko in Denver, Colorado, on November 4, 1916, to Polish-Jewish immigrant parents, Ruth grew up with entrepreneurial drive. In 1945, she and her husband Elliot Handler, along with their friend Harold "Matt" Matson, founded Mattel—initially making picture frames, then dollhouse furniture, then toys.
By the early 1950s, Mattel was growing, but Ruth noticed something about the toy market: all the dolls available for girls were baby dolls. The message was clear—girls should practice being mothers. That was their destiny.
But when Ruth watched her daughter Barbara play, she saw something different.
Barbara loved her paper dolls. But she didn't make them babies to care for. She made them adults with jobs, with lives, with adventures. She gave them careers—teacher, businesswoman, fashion designer. She created entire worlds of adult female possibility using flat paper cutouts.
Ruth had a realization: girls wanted to imagine their future selves, not just practice motherhood. They wanted to dream about who they could become.
But there were no three-dimensional dolls that offered that.
In 1956, while traveling in Switzerland with Barbara (then a teenager), Ruth saw a doll in a shop window that would change everything: Bild Lilli.
Lilli was a German doll based on a comic strip character—an adult woman with a curvy figure, fashionable clothes, and a knowing expression. But here's the complicated part: Bild Lilli was actually marketed to adult men as a gag gift, a bachelor party joke, a sexual novelty.
Ruth Handler saw something else: the potential to adapt this concept for children.
She bought several Lilli dolls and brought them back to America. She pitched the idea to Mattel's all-male design team: create an adult-bodied fashion doll for girls that would allow them to imagine grown-up roles and careers.
The response was immediate resistance.
"An adult-bodied doll is inappropriate for children," the designers said.
"Little girls won't want to play with a doll that has breasts," the marketing team argued.
"This will never sell," the toy buyers insisted.
Ruth Handler ignored them all.
She pushed Mattel's designers to create prototypes. She insisted on high-quality fashionable clothes—not baby clothes, but outfits that represented real adult wardrobes and careers. She demanded the doll look aspirational, stylish, modern.
She named the doll Barbara Millicent Roberts, after her daughter. Barbie, for short.
(Later, she'd create Ken, named after her son Kenneth.)
On March 9, 1959, Barbie debuted at the American International Toy Fair in New York.
The initial reception from toy buyers was lukewarm. But when Barbie hit store shelves, something remarkable happened: girls went crazy for her.
In the first year, 300,000 Barbies sold. Within a few years, Barbie was the best-selling doll in America. By the 1960s, Barbie was a global phenomenon.
Why? Because Ruth Handler was right. Girls wanted to imagine themselves as grown-ups with options. Barbie came with careers—she could be a nurse, a stewardess (the aspiration job for women in the early '60s), a fashion model, a career woman.
As decades passed, Barbie's careers expanded: astronaut (1965, before any American woman went to space), doctor (1973), Presidential candidate (multiple times starting in 1992), paleontologist, computer engineer, robotics engineer—over 200 careers total.
Ruth Handler had created more than a doll. She'd created a cultural icon and, arguably, a tool for expanding girls' sense of possibility.
But the story isn't simple or purely positive.
The Controversies:
Barbie's body proportions have been criticized since the beginning. If scaled to human size, her measurements would be physically impossible and unhealthy. Studies have shown that Barbie's body ideal can negatively impact young girls' body image and self-esteem.
For decades, Barbie was overwhelmingly white, blonde, and represented a narrow standard of beauty. The first Black Barbie didn't arrive until 1980—21 years after the original. Meaningful racial diversity took even longer.
Barbie promoted consumerism and materialism—she needed endless clothes, accessories, houses, cars. Critics argued this taught girls that happiness came from purchasing things.
And Ruth Handler herself? Her story didn't end triumphantly.
In the early 1970s, Mattel faced financial difficulties. In 1975, Ruth Handler was forced out of the company she'd co-founded amid accusations of financial fraud. She and other Mattel executives were charged by the SEC with falsifying financial reports. She was eventually convicted, fined, and sentenced to community service.
It was a stunning fall from grace.
But Ruth Handler wasn't done yet.
In 1970, she'd been diagnosed with breast cancer and underwent a mastectomy. The experience of finding a comfortable, realistic breast prosthetic was frustrating—available options were uncomfortable and unnatural-looking.
So Ruth did what she'd always done: she invented a solution.
In 1975 (the same year she left Mattel), she founded Nearly Me, a company that manufactured more realistic and comfortable breast prosthetics. She worked with designers and surgeons to create products that helped women feel whole after mastectomy.
It was her second act—proving that even after scandal and health crisis, she could identify a problem and create a practical solution.
Ruth Handler died on April 27, 2002, at age 85 from complications after colon surgery.
Her legacy is complicated. Barbie is both celebrated and criticized. The doll empowered some girls to imagine broader possibilities while potentially harming others' self-image.
In recent years, Mattel has worked to address some criticisms—introducing Barbies with diverse body types (curvy, petite, tall), skin tones, abilities (wheelchair Barbie, Barbie with prosthetic limbs), and representing more realistic career diversity.
Whether these changes redeem Barbie's earlier problems is still debated.
But here's what's undeniable:
Ruth Handler was a female entrepreneur who co-founded and helped lead a major corporation in an era when women were expected to stay home.
She identified a gap in the market and created a product that became one of the most successful toys in history.
She challenged conventional wisdom about what girls wanted and needed in their play.
She continued innovating even after personal and professional setbacks.
Her story isn't simple. It's not purely heroic. It includes business success, cultural impact, legitimate criticism, scandal, health struggles, and comeback.
In other words, it's human. Complicated. Real.
Ruth Handler created Barbie to let girls dream beyond the limited roles society offered them in 1959. The ex*****on was imperfect. The impact was massive. The conversation continues.
And that, perhaps, is the truest legacy: Ruth Handler started a conversation about girls' aspirations, body image, representation, and possibility that we're still having today.
Not bad for a toy.