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# Did Mattel Really Pull SeaWorld Barbie for Animal Rights?

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<!-- video src="https://cdn.jwplayer.com/manifests/3QleRQaw.m3u8" -->
## Video: Did Mattel Really Pull SeaWorld Barbie for Animal Rights?

[Watch (HLS stream): Did Mattel Really Pull SeaWorld Barbie for Animal Rights?](https://cdn.jwplayer.com/manifests/3QleRQaw.m3u8) (0:56)

![Did Mattel Really Pull SeaWorld Barbie for Animal Rights?](https://cdn.jwplayer.com/v2/media/3QleRQaw/poster.jpg?width=720)

_Published 2015-04-29. Mattel has decided to pull its SeaWorld Barbie, a move hailed by activists but is also part of a broader brand revitalization for the iconic toy._


---

Jul 27, 2023 6:12 PM UTC

---

## More From This Series

[All Videos](https://time.com/video/)

[Know Right Now: SeaWorld To Phase Out Killer Whale Show](/video/Q2DdPnNV/)

### Know Right Now: SeaWorld To Phase Out Killer Whale Show

[Know Right Now: SeaWorld Banned From Breeding Killer Whales](/video/LYHdZq0S/)

### Know Right Now: SeaWorld Banned From Breeding Killer Whales

[Mattel’s Barbie Sales Slump As Kids Move Onto Other Toys](/video/M0VgJrTd/)

### Mattel’s Barbie Sales Slump As Kids Move Onto Other Toys

---


## Transcript

The controversy surrounding SeaWorld has bleed over into toy world. Specifically, the world of Barbie. Mattel announced last week it's pulling the SeaWorld Barbie doll. A move that comes as fall out from the 2013 CNN documentary, Black Fish, continues. Animal rights activists who allege SeaWorld's use of Orca whales for entertainment constitutes animal cruelty have hailed the decision Decision. But for Mattel, it might be less about animal rights and more part of a brand revival for Barbie. In recent years, Barbie's been edge out by competitors, including Lego, which last year narrowly beat Mattel to become the biggest toy company in the world.

So Mattel has looked to revitalized, pushing new initiatives like Barbie's Sheros. A series of one of a kind dolls it created to honor female role models, like 'Selma' director Ava DuVernay and actor Kristin Chenoweth. That follows a trend of more empowering Barbie characters, including a super hero Barbie featured in the doll's latest movie, 'Princess Power'. Mattel's stocks were up earlier this month after posting better than expected first quarter earnings.

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