Barbie is one of the most successful children’s toys in history, spawning a multimedia franchise that includes merchandise, video games and a live-action film.
Since US toy giant Mattel launched the original Barbie in 1959, more than 1 billion of the dolls have been sold worldwide.
Certainly, Barbie’s looks have been tweaked over the years to reflect changing beauty ideals and societal shifts.
But according to a new study, one subtle change to Barbie has gone largely unnoticed – until now.
Scientists in Australia have found that Barbies today have flatter feet than they did in past decades.
Barbies are much less likely to be on tiptoes now because they don’t come with high heels as much – but the researchers don’t know if this is a deliberate change by Mattel.
The multi-billion-dollar company could be bowing to pressure from health professionals who think high heels are bad for our posture.
‘We found Barbie’s foot posture change over time unexpected and fascinating, and perhaps something with deeper meaning or a Mattel executive direction we are unaware of,’ the scientists say.
Barbie is undoubtedly one of the most successful children’s toys in history, spawning a multimedia franchise that includes a live-action film starring Australian actress Margot Robbie (pictured)
By 1983, Barbie had become even more model-beautiful and future Mattel CEO Jill Barad thought the reason sales were flagging was because of the criticism the doll was sexist
Barbie was created over 75 years ago by US inventor Ruth Handler, who saw a gap in the market after noticing not many children’s dolls resembled adults.
The first ever Barbie doll, which hit shelves in 1959, had a black-and-white striped swimsuit and a signature topknot ponytail, and stood on tiptoe to fit into high heels.
But since this original iteration, many versions of the dolls have been released, all reflecting societal shifts in women’s employment and body shape.
In her early years, Barbie was typically sold as fashion designer, flight attendant, cheerleader or nurse.
But since the turn of the century she’s been a doctor, computer engineer, firefighter, footballer, a United States presidential candidate, and much more.
‘Barbie is also committed to female empowerment, demonstrating “girls can do anything” through undertaking many traditionally male-dominated careers,’ the experts say.
For the study, lead study author Professor Cylie Williams of Monash University and colleagues performed an analysis of 2,750 Barbie dolls produced between 1959 and June 2024.
According to the team, prior academic studies have assessed Barbie’s body shape, but few have focused on the doll’s iconic tiptoe posture.
In 2023, a scene in the movie ‘Barbie’ drew popular attention to Barbie’s foot posture, which is commonly in tiptoe posture to accommodate high heels
Pictured, Barbie dolls with various footwear. From left to right, Barbie Fashionista (#171) has a high heel white ankle boot; Barbie Fashionista (#197) has a yellow platform heel with ankle straps; Barbie Interior Designer has ballet flats and a prosthetic limb; Barbie Paramedic has her workboots ready to go; Barbie Fashionista (#208) has Down Syndrome and uses sneakers to accommodate her ankle foot orthoses; Barbie Fashionista (#210) has comfy yellow slides
Pictured, Barbie dolls at a Target store in San Leandro, California, April 2025. Mattel, the maker of Barbie dolls, recently said it’s considering raising prices on their toys in the USA in response to tariffs imposed by US President Donald Trump
Between 1959 and 1980, 100 per cent of Barbie dolls had tiptoe feet (known as ‘equinus’). But this changed to 91 per cent in the 1990s, 94 per cent in the 2000s, 72 per cent in the 2010s and 40 per cent in the 2020s.
Interestingly, there were strong links between dolls representing people of colour and the tiptoe posture.
But less strong links were found between flat feet and dolls with disabilities, such as those fitted with orthoses and prosthetics.
Also, researchers found ’employed’ versions of Barbie are more likely to have flat-foot posture than fashion-focused dolls – largely because dolls in careers are less likely to wear high heels.
And generally, the proportion of fashion-focused Barbie dolls has decreased over the 75-year period, while the career-oriented dolls has increased.
‘The very strong correlation between flat foot posture and employment sits well with evidence observing Barbie ‘evolving’ away from prioritising fashion over her career,’ the experts say.
In the live action movie, Barbie’s friends found her sudden flat feet nauseating and even a cause for alarm.
In the real world, meanwhile, health professionals have discouraged the use of high heeled footwear since the early 1900s due to issues such as permanent posture problem and foot pain.
Barbie foot positions have changed over time to accommodate high heel and flat shoe wearing
Williams and colleagues wondered how Barbie’s foot posture may have shifted over time as Mattel released new versions with different occupations, ethnicities, and disabilities. Pictured, foot posture – a) Barbie Made to Move (tiptoe), b) Barbie Fashionista #210 (flat foot), c) Fashionistas Barbie heart Down Syndrome (assistive technology and flat) d) Interior designer Barbie with above knee amputation (assistive technology and flat)
Barbie was created in 1959 by US inventor Ruth Handler (pictured here in 1999) who saw a gap in the market after noticing not many children’s dolls resembled adults
However, many of these health conditions are highly prevalent in the general population with low or no high heel use, according to the scientists.
They conclude in their study, published in PLOS One, that women shouldn’t feel forced out of high heels.
‘Health professionals castigating high heels through public messaging, should remember that emphasising health benefits consistently drives positive behaviour change, over highlighting negative consequences.
‘Barbie clearly makes sensible determinations regarding her body autonomy.
‘High heel wearers should have that same ability.’
