20, 2000 january
- By Andrew Downie Special towards the Christian Science Track
For 40 years, Barbie has captivated girls across the world together with her blend that is all-American of appearance, fancy garments, and “I am able to do just about anything” ethos.
But right right here in Brazil, the blonde symbol is dealing with an unprecedented challenge through the brand brand brand new woman in city. Susi, together with her trim waistline, little upper body, wide legs, and darker epidermis, has become every Brazilian woman’s closest friend.
Since she first swung her hips that are increasingly famous Brazilian model shops 3 years ago, yearly product sales have actually tripled to 1.5 million. At Christmas time, Susi also outsold Barbie when it comes to very first time.
For a few, her success is a validation of “Brazilianness.” Even while south usa’s many nation that is multicultural swamped by US imports and pictures in film, tv, and marketing, Brazil is developing an excellent respect for it self.
Neighborhood musicians now outsell international performers, the movie industry is prospering, and after several years of being led to think otherwise, Brazilians are arriving to simply accept that the blondes that are slender take over tv activity listed here are no a lot better than the shapely homegrown women with darker epidermis and locks.
It is a crucial understanding for a country where 44 % for the populace is black or mixed-race.
“Susi is prosperous because she resonates with Brazilian girls,” claims Aries Fernandes, marketing manager for Estrela, the organization that designs and creates Susi.
“she’s a human body like them and all sorts of the themes and garments are particularly Brazilian.