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Mattel apologises for sexist developer Barbie book

"Doesn't reflect the brand's vision for what Barbie stands for"

Mattel has pledged to make Barbie a more empowering figure after images from its sexist Barbie I Can Be A Computer Engineer book went viral.

The book saw Barbie explain to her younger sister Skipper that while she had an idea for a game, she needed "Steven and Brian's help to turn it into a real game."

"The Barbie I Can Be A Computer Engineer book was published in 2010. Since that time we have reworked our Barbie books," said Mattel.

"The portrayal of Barbie in this specific story doesn't reflect the brand's vision for what Barbie stands for. We believe girls should be empowered to understand that anything is possible and believe they live in a world without limits. We apologize that this book didn't reflect that belief. All Barbie titles moving forward will be written to inspire girl's imaginations and portray an empowered Barbie character."

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Rachel Weber avatar
Rachel Weber: Rachel Weber has been with GamesIndustry since 2011 and specialises in news-writing and investigative journalism. She has more than five years of consumer experience, having previously worked for Future Publishing in the UK.