Barbie has reigned supreme in the doll world for decades, facing off against numerous competitors like Jem and the Holograms, the Disney Princesses, and even the futuristic Spectra. Yet, perhaps Barbie’s most intriguing challenger came from within her own toy company, Mattel: The Heart Family. Ironically, this family of dolls presented a lifestyle that was the antithesis of Barbie’s glamorous world.
Heart Family Home, advertisement, Courtesy of The Strong, Rochester NY
While Barbie embodied limitless possibilities, showcasing careers from astronaut to paleontologist, and living a dream life with Ken, their existence was undeniably aspirational, even unrealistic. Perfectly sculpted, perpetually tanned, and always fashionably dressed, Barbie and Ken lived a life of luxury, complete with multiple homes, cars, and endless vacations in Malibu and beyond. This epitomized a specific vision of Southern California life, but what about everyone else? What about families who resonated with a more grounded reality, perhaps in different locales, with simpler homes and everyday routines?
This is where the Heart Family stepped in, offering a refreshing alternative. Introduced by Mattel in 1985, initially as friends of Barbie before quickly establishing their own identity, the Heart Family presented a down-to-earth, family-centric lifestyle. Mom, with her practical brunette hair and sensible pink dress, Dad, a handsome and put-together figure in trousers, shirt, tie, and suspenders, and their adorable twins, a son and daughter in matching outfits, projected an image of wholesome family life. Instead of Barbie’s pink Corvette and extravagant motor home, the Heart Family drove a practical Volkswagen Cabriolet, complete with car seats, highlighting their focus on safety and responsibility, while still hinting at a fun-loving spirit with the convertible top. Their home wasn’t a sprawling dream mansion, but a cozy four-room dwelling furnished with the essentials of family life – bassinets, high chairs, and a central family table. The Heart Family subtly communicated a powerful message: it’s the love within the walls, not the size of the house, that truly matters.
Heart Family Car advertisement, Courtesy of The Strong, Rochester NY
The Heart Family dolls resonated deeply with children throughout the late 1980s and early 1990s. Many children owned these figures, drawn to their familiar and comforting representation of family life. Interestingly, the Heart Family members were never given individual first names, and their backstory remained intentionally vague. This anonymity shifted the focus from individual characters to the family unit as a whole. This lack of specific names made the dolls more universally relatable, encouraging children to project their own family dynamics and even names onto the figures during playtime. This fostered a different kind of connection compared to the more defined personalities of Barbie and Ken. Children saw pieces of their own lives reflected in the Heart Family, forging a personal bond.
Malibu Barbie & Ken, advertisement, Courtesy of The Strong, Rochester NY
Despite their widespread popularity, the Heart Family’s time in the toy spotlight was relatively brief. In the years since their heyday, they seem to have faded from popular memory, perhaps due to their lack of aspiration for celebrity and glamour, traits so central to Barbie’s enduring appeal. One can imagine the Heart Family continuing their story in a more realistic fashion. The twins would have grown up, gone to college, and embarked on their own paths. Mr. and Mrs. Heart might now be contemplating a well-deserved early retirement, perhaps planning travels and new adventures together.
Barbie, in contrast, remains eternally youthful, her tan unfading, Ken’s physique perpetually perfect, and their Corvette always ready for a Malibu drive. Perhaps there’s an undeniable allure to the perpetual sunshine and glamour of Malibu after all. Rumor has it, it might even be on the Heart family’s travel itinerary, proving that even those who champion a simpler life can appreciate a touch of Californian sunshine.
