Netflix’s latest documentary, "Black Barbie," a poignant production from Shondaland, casts a spotlight on the revolutionary creation of the first Black Barbie doll. Premiering on June 19, 2024, aptly coinciding with Juneteenth, this film intertwines the story of cultural transformation with celebrating culture, freedom, and progress.
The film meticulously traces the history of Mattel, from its inception in 1945 by Ruth and Elliot Handler to its evolution into a global toy giant. The documentary centers around the efforts of three trailblazing Black women at Mattel—Beulah Mae Mitchell, Kitty Black Perkins, and Stacey McBride-Irby—who were instrumental in bringing the first Black Barbie to market in 1980. Beulah Mae Mitchell, whose niece Lagueria Davis directs the documentary, started her campaign for a Black Barbie shortly after joining Mattel in the early 1960s. Kitty Black Perkins, the doll designer who based the first Black Barbie on Diana Ross, and Stacey McBride-Irby, who later advanced the project, were key to this groundbreaking development.
This landmark event challenged the toy industry’s status quo, reshaping societal perceptions of beauty and representation. For the first time in the company's history, young black girls could see their reflection in the dolls.
“As a father of two beautiful young girls, it’s always important for me to instill confidence through representation for them in my work and in the media they consume - my eight-year-old specifically,” says Nick Jones Jr., a featured filmmaker. “I buy Black Barbie dolls for her all the time and to know the history and the women who made it possible - it was truly an honor to be a part of helping bring their story to light.
The former United States Marine turned screenwriter and filmmaker is known for his work on Netflix's anime adaptation "Yasuke" and his notably strong character-driven narratives that explore complex themes, including identity, resilience, and cultural heritage. His stylistic approach emphasizes visual storytelling and authentic representations of underrepresented communities.
Alongside Jones Jr., the film highlights the stories of trailblazing Black women who worked at Mattel. It also features appearances from Shonda Rhimes, ballerina Misty Copeland, Olympic fencer Ibtihaj Muhammad, and Congresswoman Maxine Waters. Rhimes (whose production company, Shondaland, acquired the documentary at the SXSW Film Festival last year), Copeland, and Muhammad have all had Barbies fashioned in their likeness.
Critics have hailed "Black Barbie" for its rich narrative and emotional depth. Vanity Fair lauds it as “a masterclass in documentary filmmaking,” while The Hollywood Reporter commends its “unflinching look at the intersections of culture, commerce, and identity.” The film’s ability to connect past struggles with contemporary dialogues on race and representation makes it a vital watch for anyone interested in the ongoing evolution of cultural icons.
"Black Barbie" is more than a documentary; it’s a testament to the enduring impact of trailblazers who dared to change the narrative. This is a must-watch for anyone interested in the intersections of culture, commerce, and social change. It not only celebrates a historical milestone but also sparks crucial conversations about the power of representation in shaping a more inclusive society.
By,
Alisa Jacobs
Co-Founder and Co-CEO, LOOP
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