It so happens that the conniving dweeb, Dwight, had been stockpiling the dolls for months, buying out the inventory of the entire city and selling them at a big margin. When Toby got off the phone with his daughter, the brilliant stockroom worker, Darryl, was handing Dwight cash for a pink box, which turned out to be the very last of Dwight’s hoard. Toby was mortified, wanting desperately to please his daughter and even more to piss off his ex-wife with this coveted toy, and begged Darryl to sell it to him. When Darryl coolly acquiesced to re-sell the doll to Toby on a payment plan for twice what he had just paid Dwight, Toby hugged Darryl and thanked him profusely, visibly relieved. Well, relieved until he took the box and realized that it was the “African-American” version of the doll, complete with mocha skin, ebony “textured” hair, and chocolate-colored unicorn horn. Toby obviously was expecting the blonde, white-horned version of the doll, and when Darryl sardonically asked him, “What, is something wrong?” Toby swallowed hard and answered that he liked this version even better.This is funny on so many levels. First, it's funny for the obviousness that Darryl likely would not be buying the white-person version for his child, that he had swindled Toby so skillfully, and that there was absolutely no way that Toby could get out of the scam with any grace or without a fight. Second, because the viewer to this point only had been shown the white-person version of the doll, I had the traditional Barbie in mind—not to mention that I don’t think the notion of a black unicorn ever had crossed my mind—and was as surprised as Toby to see the black-girl version. Finally, Toby’s response that he liked this version even better is so funny not only because he did not want to get a good thumping by Darryl, but also because it is great social commentary as a sign of the times, as though it is almost de rigeur to be pro-black right now.
This Office interaction hits on what appears to be a cultural extension of The Obama Effect that had pollsters so worried in the recent election. But instead of simply an outsized enthusiasm for the candidate, it appears that the President-Elect’s victory is generating a new enthusiasm for his race. Has anyone noticed that there seem to be more black people in television ads (no, I do not have DVR, folks, so I do still watch commercials)? I don’t know if my own enthusiasm lately has just highlighted how many black people are in ads, but the Princess Unicorn storyline’s dénouement makes me think that it’s not just me.Looking back on the campaign and election, it really is sort of surprising that the Obamas’ race did not play a larger role. Whether it wasn’t addressed more directly because of senses of taboo likely never will be known for sure, but what did become evident is that the American majority is cool with a black president. So I am sure that there is a new page in the advertising playbook that says the black community no longer is a niche market exclusively, and that Americans in general identify black people as part of the whole, quotidian public.
I think that it will be interesting to see how this slight shift in the perceptions of those who cultivate perception might impact our culture. And thinking about just one sphere—consumer retail—would a shift of this nature begin to draw traditionally “black products” out of niche markets, as well? For instance, I am told there are some products, which are used commonly by African Americans but remain generally unknown to the broader marketplace, that work like magic for razor burn. Or might evolving notions of consumers change market shares dramatically; will Sean Jean gain in popularity while the FUBU brand becomes irrelevant?
In any case, I think that it is worth commenting that even though Toby’s surprise and disappointment in seeing the black Princess Unicorn were funny, in this day and age, his white daughter may not be as dismayed as one initially might expect to get a Princess Unicorn of a different shade.