Raw Japan

Barbies strut their stuff

The Barbie event wasn’t like the typical press conferences I cover. The gathering to fete the iconic doll’s 50th birthday was full of women decked out in micro minis and spiked heels, with pink the dominant color – and Tokyo’s ubiquitous dark-suited salarymen nowhere in sight.

I felt a bit out of place in my navy business suit among all the fashonista public-relations reps and their “cho kawaii” (“super cute”) outfits designed for the Barbie clothing line for adults.

Barbie maker Mattel, having a hard time winning the hearts of Japanese children, is trying to charm adult women instead, launching golf, lingerie and home collections.

It will also roll out this year a Barbie Bridal line, bolstering the brand in a country where the doll market is ruled by local rival Licca-chan.