The initiative was aimed at pushing the brand to think about "progress not perfection," Evelyn Mazzocco, the general manager of Barbie, said in a video for Time.

It was motivated by dwindling sales — sales of the toy dropped 16% in 2014 alone — and a weakening public perception of the brand.

"I think parents were saying that Barbie was a bad role model for girls, that she represents an unrealistic body type," said branding and strategy consultant Jess Weiner in the video.