When Barbie Doll Customers Start Talking, Mattel Listens

Reacting to protests over its new “Teen Talk” Barbie, Mattel on Thursday said that anyone offended by what the doll says can exchange it.

The talking doll, which quips “Math class is tough” among other things, has angered educators who believe that it could discourage young girls from doing well in math. The American Assn. of University Women has asked for a recall.

On Thursday, Mattel said a recall was impractical because only 1% of the dolls are programmed to complain about math, and the company does not know which ones. Spokeswoman Lisa McKendall said each doll is programmed to recite only four of 270 possible lines.

McKendall said Mattel’s customer service department will allow dissatisfied customers to exchange “Teen Talk” Barbie for a non-speaking Barbie of comparable value. The dolls retail for $25.

Assn. of University Women President Sharon Shuster said the offer is positive because it indicates that Mattel recognizes the problem, but she doesn’t consider it resolved. The exchange offer is not likely to satisfy girls who want a talking doll, she said. In addition, she said, the association is concerned about what else Barbie says, and plans to ask Mattel to tell them.