Breaking the Mold—Consumer Hedonic Responses to Self-Transgressive Marketing in the Barbie Brand
(A2025-123697)

AUTHORS

Audrey Hanan, Aix-Marseille University; Isabelle Muratore, CERGAM, Toulon University; Gilles Paché, IUT TC Aix

ABSTRACT

This paper examines Mattel’s self-transgression strategy, offering Barbie dolls that reflect contemporary societal values and shifting cultural perspectives. Introduced in 2022, the transgender Barbie doll symbolizes a series of bold brand transgressions that challenge established norms, promoting greater diversity and inclusivity. A study in France revealed that consumers perceive the transgender Barbie doll as a “militantly committed” break from the original norm. However, the positive impact of this transgression paradoxically enhances the traditional—or stereotypical—Barbie doll, significantly improving consumers’ hedonic attitudes. The findings suggest self-transgression may unexpectedly help relaunch flagship products whose marketing norms no longer align with societal changes. This research deepens understanding of self-transgression’s inherent ambivalence, and from a managerial perspective, it underscores the concept’s importance for brands aligning with evolving societal developments.