The story begins when Ruth Handler sees a doll on a family trip to Europe. It’s different than anything for sale in America, a grown-up doll rather than a baby doll, and she knows she’s on to something. Ruth is the co-founder of the toy company Mattel with her husband, Elliot; they enlist one of their employees, engineer Jack Ryan, to create a new doll based on the European model, and hire fashion designers Charlotte Johnson and Stevie Klein to design a wardrobe for her. This doll, Barbie, is a huge risk: There’s never been anything like her in the U.S. and no one seems to understand her appeal, not the buyers from the big stores or the mothers in focus groups—but young girls seem drawn to her. Fighting the patriarchal mindset of the toy business, Ruth and her team are determined to get Barbie onto shelves. A fictional retelling of Barbie’s origin story, from Ruth’s first brainstorm until she leaves Mattel in the 1970s, Rosen’s novel is infused with pathos and wit. As the story moves among the points of view of different characters, from Ruth, the “ruthless” leader, to Jack, the turbulent genius, to (fictional) Stevie, the up-and-coming outsider, Rosen illustrates various perspectives on how Barbie affected the people who worked on her and the culture at large. There’s a real-world debate on who was most responsible for Barbie’s success and Rosen picks a side, but she elaborates in an afterword on some of the historical details and provides sources for more information. The plot sometimes feels a bit by the numbers, but the depiction of the characters’ inner lives provides more depth.
