A special edition “Ava” Barbie, modelled after famed Selma director Ava DuVernay, appeared to sell out on Mattel’s site in under 20 minutes Monday, after much anticipation.
Unfortunately many were left disappointed.
Some accused the retailer of underestimating demand.
Others pointed out that diversity does, in fact, sell.
“I hope Mattel sees how important this is to us. Every little black girl needs an Ava Barbie,” wrote Jamelle Thomas on Twitter.
“There is a serious need for our young girls to be able to have dolls that look like them,” Karen Byrd recently said in an interview.
Byrd is the founder of Natural Girls United, a company that makes natural hairstyles for black Barbie dolls.
“It is something that affects their self-esteem, confidence, and how they view themselves. It is important that they have images around them that reinforce that positive message that their beauty is wonderful.”
But it’s not just young girls for whom the doll can be a source of inspiration. One aspiring director was among those who tried to get his hands on one.
Those who missed out on the first batch of dolls had another chance to try their luck later on Amazon.
DuVernay has said she plans to donate the proceeds from her Barbie to charity.
Global News reached out to Mattel for comment but did not receive a response by time of publication.