With the start of Hispanic Heritage Month, major corporations are rolling out merchandise inspired by Latine culture. Companies like Mattel and Target advertises their collections as Hispanic and Latine representation, but not everyone finds this sudden celebration genuine.
“It would be nice to see it year ‘round because when you do it during the month it does come off as a potential money grab. If you do it all year long that would be great because representation always matters. Not just one month out of the twelve,” said computer engineering and computer science junior Jessica Luna.
Luna works at La CASA, USC’s Latinx/Chicanx Center for Advocacy and Student Affairs. Luna was not the only student that wanted to see more representation for the community. Victor Falcon, business and administration economics senior, said he wants companies like Target to consult with Latines, who deeply understand cultural sensitivities in representation.
“I feel like it’s good to be showcasing a part of our culture and repping it out, just know that at the same time, we have to maintain a level of tastefulness,” Falcon said.
Target was not the only company that tried to represent the community tastefully. The toy company Mattel was at the forefront of this year’s Hispanic Heritage Month, and announced a new doll to celebrate.
In a Barbie “podcast” on YouTube, two animated Barbie co-hosts introduced “the world renowned Chilean-American author, drum roll please, Isabel Allende.”
The Barbie Podcast released this new episode days after Mattel announced a new Barbie doll honoring Allende. With Barbie being an iconic figure in many children’s lives, Jessica Luna reminisced about toys from her own childhood.
“When I was growing up I was also a Barbie kid, but all my Barbies were blonde hair and blue eyes, the only one I did have that was Hispanic was one made after Mia from Rebelde,” Luna said.
Other Latinas have been honored with a Barbie doll during previous Hispanic Heritage Months. Last year, Mattel released a doll honoring iconic Cuban singer Celia Cruz. Cuban-American singer and actress Gloria Estefan was honored with a doll in 2022. Mattel also has a variety of Hispanic and Latine-inspired dolls in various collections that are not confined to Hispanic Heritage Month.
“Now compared to 15 years ago there is a lot more representation ... especially Latino community representation, and I feel that is very valuable thing for young people, like kids right now growing up. To see themselves and being like no, they are being representative,” Falcon said.
The commercial inclusion and diversity we see today developed over decades since the first official month-long national celebration of Hispanic Heritage Month in 1988, and it is likely to evolve as the celebration continues.
Hispanic Heritage Month is far from over. We’re sure to see more companies release merchandise inspired by these cultures in the coming days.