Barbie® Celebrates 65 Years of Inspiring Girls to Recognize Their Full Potential
March 06 2024 - 12:00AM
Business Wire
Barbie brand commemorates milestone anniversary
ahead of International Women’s Day by: • Honoring a global
lineup of role models inspiring stories and shaping the future
• Expanding Barbie Dream Gap Project partnership with
Inspiring Girls International • Collaborating with over 40
brand partners
Mattel, Inc. (NASDAQ: MAT) announced today its kickoff to
celebrate the 65th anniversary of Barbie and over six decades of
breaking down boundaries and inspiring girls through storytelling,
encouraging them to be confident, daring, brave and legendary.
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Barbie® Celebrates 65 Years of Inspiring
Girls to Recognize Their Full Potential (Photo: Business Wire)
Since the brand’s inception, Barbie has helped girls explore
their limitless potential through different roles and narratives –
from encouraging self-expression through dress-up to playing out
any of her 250+ careers. With Barbie by their sides, countless
children have been able to imagine their own stories through play
that helps shape their real-life futures. As Barbie celebrates her
65th anniversary on March 9, the brand is sharing countless stories
of empowerment and bringing her legendary legacy to life through
the eyes and words of fans everywhere, starting with some of the
most renowned storytellers out there.
“Barbie’s story has never been just about her. It’s about the
countless young kids she’s inspired and the millions of stories she
helped them imagine along the way,” said Krista Berger,
Senior Vice President of Barbie and Global Head of Dolls.
“For the past 65 years, Barbie has used her global platform to
empower girls to dream big, explore their limitless potential, and
direct their own narrative to shape their future. As we celebrate
this milestone anniversary, we recognize over six decades of
stories Barbie has helped write and the doll that continues to give
everyone the opportunity to dream – and dream big.”
The Barbie brand is kicking off 65th-anniversary celebrations
this March by:
- HONORING GLOBAL STORYTELLERS USING THEIR PLATFORM FOR
GOOD with one-of-a-kind role model dolls made in their likeness
in celebration of International Women’s Day.
- Barbie will recognize women worldwide who embody the brand’s
mission to inspire stories to shape the future. The global lineup
includes:
- Viola Davis (United States): Critically Revered Artist,
Activist, Producer, Philanthropist, and Best-Selling Author
- Viola Davis is an Oscar, Emmy, Tony, and Grammy winning actor.
Her production company, JuVee Productions, focuses on giving a
voice to the voiceless through impactful narratives defined by
inclusion. Davis has partnered with multiple programs to eradicate
childhood hunger in the United States.
- Shania Twain (Canada): Global Superstar, Celebrated
Songwriter, and Style Icon
- As one of music and fashion’s most renowned trailblazers
breaking down barriers for women in country music, Shania Twain is
the top-selling female country pop artist of all time.
- Dame Helen Mirren (United Kingdom): Acclaimed Actress
and Advocate for Women’s Stories
- Helen Mirren is one of the world’s best known and most
respected actresses, along with being an advocate for embracing and
celebrating self-expression, aging and fashion.
- Kylie Minogue (Australia): Artist
- As a superstar artist, Kylie Minogue’s glittering career has
kept her firmly rooted in the present whilst defining and
celebrating much of our collective past.
- Maira Gomez (Brazil): Content Creator
- Hailing from the indigenous community of the Tatuyo ethnic
group in Amazonas, Maira Gomez aims to present the culture and
traditions of her people to her nearly 7 million followers on
social media.
- Lila Avilés (Mexico): Director, Producer, and
Screenwriter
- Lila Avilés is an award-winning film producer, having won more
than thirty international festivals and whose movies have a strong
reception from international critics.
- Nicole Fujita (Japan): Model
- Nicole Fujita is a model and TV personality whose apparel brand
will be opening its first retail store in March.
- Enissa Amani (Germany): Comedian
- Enissa Amani is a stand-up comedian and political activist
using her voice to create and produce viral shows addressing racism
issues in Germany.
- Barbie is dedicated to showcasing more impactful stories and
storytellers who can help inspire fans of all ages to craft their
own narrative and unlock their limitless potential.
- EXPANDING OUR COMMITMENT TO RESHAPE HOW SOCIETY SUPPORTS
GIRLS’ EMPOWERMENT by entering our third year of partnership
with Inspiring Girls International in continued support of the
Barbie Dream Gap Project. This includes:
- Curating and delivering a year-long program focused on
empowerment and growth for girls aged 12-14 across seven countries
worldwide through transformational and engaging workshops. The
custom program will help encourage girls to explore diverse career
interests, develop leadership skills, and gain confidence.
Furthermore, ongoing support and guidance from real-life mentors,
including successful women leaders and Barbie role models, will
underscore the message that “You Can be Anything”.
- Helping to close the Dream Gap through over $2 million in
donations, since inception in 2019, to like-minded non-profit
organizations with the vehicles in place to reach girls,
highlighting 250+ careers, and empowering 25 million kids and
counting, all with the shared goal to create more opportunities for
growth for girls on a global scale.
- INTRODUCING AN ANNIVERSARY COLLECTION of products
revisiting some of the most popular career dolls from Barbie’s
impressive resume and introducing new celebratory and Fashionista
dolls inspired by classic Barbie looks throughout her history. The
65th anniversary collection includes:
- The Barbie Career 65th Anniversary doll collection highlights
three of the most popular careers held by Barbie since the doll’s
creation including Farm Vet, Pop Star, and Astronaut.
- A new signature, collectible offering inspired by the original
1959 Barbie doll, dressed in a classic couture gown featuring white
and black stripes, celebrating the iconic black and white striped
bathing suit.
- 2024 Fashionistas dolls paying homage to Barbie fashion through
the years by re-imagining iconic looks in modern day outfits. The
new dolls are inspired by 65 years of style including the 1959
First Barbie, 1977 Superstar Barbie, 1985 Peaches ‘n’ Cream, and
many more dolls.
- Barbie Cuutopia Plush figures inspired by iconic Barbie looks.
Fans can dive into the glamour with embroidery, textured details
and voluminous hair that celebrates Barbie doll’s signature looks
with trendy kawaii style.
- UNO Canvas™ Barbie highlighting Barbie as a fashion icon,
offering a premium collectible UNO deck designed with dolls and
artwork.
- Hot Wheels® Barbie 65th Anniversary Corvette C8.R made and
styled in the Hot Wheels Premium tradition for ultimate
collectability.
- UNVEILING BARBIE-THEMED COLLABORATIONS with more than 40
brand partners across fashion, food, location-based entertainment,
and publishing for fans to join in the Barbie celebration.
Collaborations include:
- 1-800-Flowers.com, 24 ORE Cultura, A Leading Role, Aldo, Alex
and Ani, CHI, Cheryl's Cookies, Da Bomb, DefineMe Creative Studio,
Dragon Glassware, Franco Mfg., Funko, Hallmark Cards, Inc.,
Homesick, Impala Skate, Impressions Vanity, Innovative Designs,
Keds, Lionel Trains, Loungefly, Love Your Melon, MakeUp Eraser,
Monogram International, Nettie, PersonalizationMall.com, Posh
Peanut, Quarto, Random House, Roots, SmartSweets, Sprinkles,
Ukonic, and Unique Vintage.
- Barbie: The World Tour, a new illustrated book available March
19th, created by Barbie the Movie star/producer Margot Robbie and
her stylist Andrew Mukamal with photography by Craig McDean and
creative direction by Fabien Baron, in partnership with Rizzoli to
capture the glamour and high style of the most popular doll in the
world.
- Barbie by Assouline, a luxury, 340-page coffee table book
fabricated in silk Barbiecore pink, which explores the brand’s
evolution, decade by decade, with fascinating facts, insights and
never-before-seen imagery that opened the imagination for what a
doll – and a woman – could be.
- Stacy's Pita Chips limited-edition specialty bags featuring a
signature Barbie-pink metallic exterior, accompanied by a doll-size
bag of chips. In celebration of female founders and International
Women's Day, Stacy's Pita Chips will also support the Barbie Dream
Gap Project with a $100,000 donation to Step Up to provide
mentorship and programs for girls to define their ideal destination
and get there – wherever that destination may be.
- Experiences near you including Barbie: A Cultural Icon (US),
Barbie Dream Lounge (MX), Barbie: The Exhibition (UK), Malibu
Barbie Café (US), World of Barbie (US), and Barbie Bahamas Beach
Vacation at Atlantis.
- CELEBRATING AT RETAIL across the globe with in-store and
online activation, including:
- An Amazon Barbie 65th Brand Shop featuring Barbie-themed
products including toys and apparel.
- Target, featuring an exclusive “Write Your Legacy”
Barbie-themed apparel and accessories capsule collection for girls
5 to 10, along with an assortment of Barbie-themed products across
the store including featured items in toddler girls and juniors
apparel. Find the collection of Barbie 65th Dolls in-store and on
Target.com including an exclusive Barbie 65th Sapphire Doll.
- Walmart, featuring exclusive product at Walmart.com in March,
followed by Barbie displays at Walmart locations across the country
in May under the theme “65 Years of Inspiration, Dreams Made Here.”
The collection will include new products across toy, apparel,
accessories, sporting goods, and food and beverage.
Barbie’s 65th anniversary year follows a milestone moment in the
brand’s history with the 2023 release of the Barbie movie, created
in partnership with Warner Bros. Pictures. Since its theatrical
debut last July, the critically acclaimed, award-winning Barbie
movie has shattered multiple box office records by becoming the
highest-grossing film of 2023, the highest-grossing film ever for
Warner Bros. Pictures, and the highest-grossing film by a female
director, Greta Gerwig.
Following Barbie’s birthday on March 9th, the brand will
continue to celebrate throughout the year, including additional
partnerships across the next 65 days, and further activities
through the Fall.
About Mattel
Mattel is a leading global toy company and owner of one of the
strongest portfolios of children’s and family entertainment
franchises in the world. We create innovative products and
experiences that inspire, entertain, and develop children through
play. We engage consumers through our portfolio of iconic brands,
including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®,
Thomas & Friends™, UNO®, Masters of the Universe®, Monster
High® and MEGA®, as well as other popular intellectual properties
that we own or license in partnership with global entertainment
companies. Our offerings include film and television content,
gaming and digital experiences, music, and live events. We operate
in 35 locations and our products are available in more than 150
countries in collaboration with the world’s leading retail and
ecommerce companies. Since its founding in 1945, Mattel is proud to
be a trusted partner in empowering children to explore the wonder
of childhood and reach their full potential. Visit us online at
mattel.com.
MAT-BARB
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version on businesswire.com: https://www.businesswire.com/news/home/20240305438605/en/
News Media Devin Tucker devin.tucker@mattel.com Aly Lloyd
Aly.lloyd@mattel.com
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