To outsiders, it appears to be all about bleached-blond hair, wardrobes for every occasion and a hot ride in a red convertible with a good-looking plastic guy.
But the annual Barbie Doll convention means much more to collectors as they search for that rare edition and compete in doll-fashion shows.One contest was for best flamenco costumes for Barbie and Ken. There also was a workshop on how to dress the couple up as Indians.
Barbie fans also competed for the best-looking Barbie with "bendable legs, dressed out of box in an outfit of its era." A prime contender was Barbie dressed from the "Golden Groove Set" - circa 1970, with fuchsia miniskirt and halter top with gold buttons.
Winners earn ribbons as dolls are judged for "vintage, dress and rarity," according to convention co-chair Leslee Harrison.
About 650 conventiongoers perused the salesroom for collectibles Thursday. A Golden Jubilee Barbie marking the doll's 35th anniversary was fetching $1,100, a 900 percent markup over last year's retail price.
The doll in the gold-sequined gown was just one of an array offered by Joyce Colvig, including a tuxedoed Phantom of the Opera Ken (although serious collectors consider Ken a mere accessory - a boy-toy, if you will) and figures designed by Bob Mackie.
Colvig said anything Mackie does is hot, including the 1992 Neptune Barbie - original price $150, now selling for $995.
"I got into this because people are crazy for Barbie," said Colvig, of Riverside, Calif., who expected to sell $40,000 in merchandise before the three-day gathering ends Saturday.
"People want Barbie. They love Barbie. They're in a desperate need for Barbie." she said.
Her Braniff Airline Stewardess Barbie, vintage 1965, was being eyed by Vicky Scherck. It costs $2,500.
"It's great because it has every uniform the stewardesses used to wear - right down to the shoes and the head bubble they wore to keep their hair from getting messed up," said Scherck, who has about 400 dolls displayed in what used to be the spare bedroom of her home in Waukesha, Wis.
Mattel spokeswoman Lisa McKendall said the company sold about $430 million in Barbie products in 1987; sales passed $1 billion last year.
"Collectors love Barbie," she said. "But she is still exciting to little girls because she doesn't have limitations."
Amy Lynn Taylor, 14, agreed.
"I saw a Barbie dressed as an astronaut today," said Taylor, who came with her mother from Birmingham, Ala. "I had never really thought of Barbie as an astronaut. That's what neat. You come here and look at the dolls and see all the different things Barbie can be."