Three things.
First, the "character" you infer from Barbie isn't fixed in stone, or some universal truth. It's a kid's toy, it isn't going anywhere, and the way we react to it imprints on children. So don't dismiss efforts to change its connotations.
Second, be very careful when you dismiss "Barbie as a character", because it is awfully, scarily easy to end up dismissing attributes of women instead of just what you don't like about the character. Just for instance, it's easy to single out elements of "materialism" that stick out to you because you don't care about (I don't know, say) clothes, without giving equal time to shit guys are (as a demo) materialistic about, like (I don't know, say) cars, or FPS games.
Finally: my guess is that virtually none of the parents who allow their kids to have Barbie dolls are thinking exactly what you think they're thinking. I think you've forgotten about the fundamental attribution error.
