On and off the big screen it's Barbie's world and Ken is just living in it.
As reflected in Greta Gerwig's movie that tackles the legacy of Mattel's doll, Barbie has always been more popular than Ken. For every Ken doll sold today there's generally eight to 10 Barbies sold.
It's unclear if Warner Bros' Barbie, coproduced by Mattel, will increase Ken sales. But Jim Silver, a toy industry expert, notes the movie "gave Ken more attention than Ken has received" in decades.
Ken was introduced back in 1961, two years after Barbie hit stores. But he hasn't had nearly the same impact on the Barbieverse since.
"Barbie's world is about Barbie, and [to some] Ken may be an accessory of sorts," says Ed Timke, an assistant professor of advertising and PR at Michigan State University, pointing to years of marketing that has put Barbie at center stage.
The new attention around Ken following Barbie's release has also received pushback. Many note the movie is about Barbie and that's where the spotlight should stay.
Still, the film dynamic may get people to reflect some big questions about gender as well as Ken's evolution over the years.
Who is Ken as a toy and how has he changed?
Ken's relationship to Barbie has been up for debate since the two hit the toy aisle together. While Mattel long advertised Ken as Barbie's boyfriend - and even detailed their 2004 split and reconciliation seven years later - many also saw Ken as Barbie's best friend, and sometimes queer icon.
One 1993 version of Ken in Earring Magic Ken became notably popular among LGBTQ consumers. At the time, Mattel denied the Earring Magic Ken was queer and later pulled him from shelves.
Other popular versions of Ken ranged from the tuxedo-wearing 1984 Dream Date Ken to 1978 Superstar Ken and 1979 Sun Malibu Ken, which became one of the doll's most iconic looks (as reflected in Ryan Gosling's character).
While Ken has gone through far fewer career changes than Barbie, his resume boasts job titles like astronaut, barista, country western singer and doctor.
"A wonderful thing is that through play children are free to have their dolls take on any type of role they wish," says Ann Herzog, a clinical instructor of child life and family-centered care at Boston University.
She also underlines the importance of diversity in toys and providing "open-ended play opportunities and not to endorse stereotypes that the Barbie collection and dolls in general are only specific to a particular gender."
While children of all genders, including boys, have played with Barbie and Ken over the years, Timke notes that "there's definitely the gendering of marketing toward girls" for both figures, pointing to contrasts in advertising for products historically seen as "boy toys," such as GI Joe. That legacy, as well as other socialization, still impacts who plays with certain toys today.
Still, Ken - like Barbie - has evolved and become more diverse, particularly after Mattel rolled out more skin tones, body types, hairstyles and more for Ken dolls in 2017. Some Kens also have prosthetic legs, wheelchairs and hearing aids. Increases in diverse representation - with similar changes seen since 2016 for Barbie - has boosted their' popularity, Silver said.
Will Barbie and Ken sales increase following the movie's release?
Market research firm Circana doesn't break out Ken from Barbie sales, though "I suspect that with the movie sales of Ken dolls will experience a strong lift in sales," says Juli Lennett, an industry adviser at the firm. Other experts also expected a spike in interest, but aren't sure about the long run.
Lennett does note that a top-selling Barbie movie item was the Barbie gingham dress followed by the Ken Doll Set. Between those two items, Barbie outsold Ken nearly two to one, she adds.
Mattel executives also expect the movie will have a halo effect on the brand.
There was a carryover of inventory across the industry for the first half, Silver says, noting that record sales in the first years of Covid led to over-buying at the end of 2022. He predicts a rebound in Barbie sales heading into the holiday season when toy spending is high and after Barbie eventually makes its way to streaming.
And of course, sales following Barbie's release won't be limited to the toy aisle.
Other branded products are also gaining popularity from the film, including Ken-focused swag like "I am Kenough" sweatshirts and other "Ken-ergy" apparel, are currently for sale, as well as from third-party sellers on Amazon and Walmart.
