After 50 years of debate over her unattainably perfect figure, Barbie now is unapologetic about her tiny waist and endless legs.
To prove it? The doll, which is made by Mattel, is flaunting her frame in Sports Illustrated Swimsuit's 50th anniversary issue that's hitting stands this month.
"As a legend herself, and under constant criticism about her body and how she looks, posing ... gives Barbie ... and her fellow legends an opportunity to own who they are," said Lisa McKnight, Mattel's senior vice president of marketing.
The campaign is a departure for the 55-year old doll, which has been both beloved as a plaything and criticized as an unrealistic standard of beauty for decades.
In fact, Barbie has faced scrutiny for everything from her chiseled facial features and disproportionately small waist to her 'life choices.' And last year, an artist renewed controversy over Barbie's effect on body image after an artist posted pictures of the more meaty physique the doll would have if she had the figure of an average 19-year-old.
Mattel has tried to change Barbie with the times. The doll has gone through several reinventions, including 150 careers, from architect to lifeguard, and a brief publicity-stunt breakup with her boyfriend Ken.
But this latest move, which again sparked online debate on Wednesday about body image issues, comes as Mattel tries to revive interest in the doll icon. Barbie is worth an estimated $1.3 million in sales for the toymaker and she's the No. 1 toy brand.
But Barbie has lost some popularity in recent years to edgier toys like Mattel's Monster High dolls with their tattoos and neon hair. In fact, Barbie has had declining sales in five of the last six quarters, with sales falling 13 percent in the most recent quarter.