In 1959, the Barbie doll hit the market and created a stir. American mothers objected to her sensuous form, so Mattel marketed it directly to children, a tactic never used before, and it worked. The maternal archetype of Hera, sentinel of the social order, goddess of childbirth, and protectress of the home, was supplanted. Aphrodite, the captivating goddess exuding an aura of beauty, desirability, and persuasive allure, had arrived.