EL SEGUNDO, Calif.,
March 6, 2019 /PRNewswire/ -- Today,
Mattel, Inc. (NASDAQ: MAT) kicks off worldwide celebrations to mark
the 60th anniversary of Barbie, the number one fashion
doll in the world designed to inspire the limitless potential in
every girl.
In its 60th year, the Barbie brand is honoring the
largest lineup of global female role models and taking the next
step to close the Dream Gap by donating to fund like-minded
organizations aimed at leveling the playing field for girls through
the Mattel Children's Foundation. Research** has shown that
starting at age five, girls start doubting their potential, this is
the Dream Gap.
"For 60 years, Barbie has championed girls, inspired generations
to believe through make believe and showed them that they have
choices. With more than 200 careers, six runs for president and a
trip to the moon before Neil
Armstrong, Barbie continues to evolve to be a modern,
relevant role model for all ages," said Lisa McKnight, General Manager and Senior Vice
President, Barbie. "The Barbie brand believes girls should
never know a world, job, or dream women haven't conquered. Through
our global platform, we are igniting a movement to help close the
Dream Gap and further establish Barbie as the ultimate girl
empowerment brand."
The brand is celebrating and inspiring girls around the world in
its 60th year by:
- CELEBRATING ROLE MODELS TO INSPIRE THE NEXT GENERATION
by shining a light on women who are breaking boundaries in a
variety of diverse career fields.
-
- Barbie will honor more than 20 women across multiple countries
and continents ranging from 19 to 85 years old and speaking
13 languages.
- This is the largest and most diverse lineup of women honored to
date by Barbie and a continuation of the "Shero" program launched
in 2015.
- These women are gifted a one-of-a-kind doll made in their
likeness, the highest honor from the Barbie brand.
- Around the world, Barbie is honoring role models including
actress and activist, Yara Shahidi,
tennis star, Naomi Osaka, activist and model, Adwoa Aboah, and many more.
- LAUNCHING THE BARBIE DREAM GAP PROJECT FUND by
dedicating resources to like-minded organizations in support of
closing the Dream Gap and leveling the playing field for
girls.
-
- Barbie will donate one dollar
from every doll sold* in the United
States up to $250,000. The
funds will be managed through the Mattel Children's Foundation, the
company's social impact arm.
- Follow @barbie during the 60th celebrations and join
the conversation to help close the Dream Gap and inspire a girl in
your life by using #Barbie60 #YouCanBeAnything.
- This initiative builds on theBarbie Dream Gap Project announced
last year, the brand's ongoing global initiative to raise awareness
around limiting factors that prevent girls from reaching their full
potential
- LEVERAGING BARBIE AS A ROLE MODEL and connecting
with fans through inspiring content that is purpose-driven at the
core, while entertaining and fun.
-
- As the #1 girls brand on YouTube, Barbie has a powerful
platform to showcase teachable moments and is launching a new vlog
on March 7 called "Finding Your
Voice."
- For the month of March, Barbie Vlogger becomes an editor on the
YouTube Kids app with a curated playlist of inspiring videos.
Barbie Vlogger was given this honor because she has become a top
girl influencer on YouTube with more than 108 million views.
- HOSTING INSPIRING EVENTS FOR GIRLS AROUND THE WORLD and
inviting fans everywhere to celebrate Barbie, a global cultural
icon. To find an experience near you, please visit
www.Barbie.com/60.
-
- An immersive Barbie pop-up experience in New York City to celebrate the brand's past,
present and future on March 9. Equal
parts fashion tribute and art installation, fans of all ages can
celebrate the icon.
- The Barbie "Be Anything" Tour will kick-off in Bentonville, Ark. with GRAMMY-nominated,
country music star Kelsea Ballerini
on March 9 and 10. It will run
through October and stop at 36 participating U.S. Walmart
locations. At each stop, girls can hear about a role model's
journey, enter for a chance to win up to $20,000 to make their dreams come true and enjoy
other fun and interactive experiences for the whole family.
- "Barbie Presented by Amazon" pop-up stores are in five major
markets across the U.S. based on Amazon's innovative physical
retail model. Fans are treated to an immersive Barbie experience
through April 2.
- In-store activations in various participating U.S. Target
locations throughout the country on March
9 that will feature the "What Will You Be" exclusive
Barbie-themed apparel and accessories line for girls ages 5 to
10.
- Celebrating female empowerment with a visual message at
landmarks across the world including New
York's Empire State Building, TOKYO SKYTREE®, Toronto's CN Tower and Sydney's Bondi
Beach.
- INTRODUCING COMMEMORATIVE PRODUCT encouraging girls to
dream. From princess to president, astronaut to zoologist, there
isn't a plastic ceiling Barbie has not broken.
-
- Barbie Career 60th Anniversary doll collection
celebrates six careers that have been in the Barbie line from the
beginning and are still areas that are underrepresented by women,
including astronaut, pilot, athlete, journalist, politician and
firefighter.
- Barbie 60th Anniversary and Proudly Pink Barbie
dolls pay homage to Barbie's heritage with stunning design to
celebrate 60 years of fashion.
- The brand is collaborating with partners across multiple
categories including apparel, publishing, food, beauty, travel and
more to celebrate the milestone.
Visit barbiemedia.com for more information, images and
video footage of the brand. Follow @barbie and @barbiestyle on
social media and join in the celebration using #Barbie60 and
#YouCanBeAnything.
*For every Barbie doll purchased in the U.S. between 3/6/19 and 3/11/19, Mattel will donate
$1.00 to the Barbie Dream Gap Project
Fund (part of the Mattel Children's Foundation) – up to a maximum
total donation of $250,000. Offer is void in AL, AR, CT, HI,
IL, MA, MS, NH, NJ, NY, SC and UT. No portion of the purchase
is tax deductible.
**Study conducted by researchers at New
York University, the University of
Illinois and Princeton
University.
About Mattel
Mattel is a leading global children's entertainment company that
specializes in design and production of quality toys and consumer
products. We create innovative products and experiences that
inspire, entertain and develop children through play. We engage
consumers through our portfolio of iconic franchises, including
Barbie®, Hot Wheels®, American
Girl®, Fisher-Price®, Thomas &
Friends® and Mega®, as well as other popular
brands that we own or license in partnership with global
entertainment companies. Our offerings include film and television
content, gaming, music and live events. We operate in 40 locations
and sell products in more than 150 countries in collaboration with
the world's leading retail and technology companies. Since its
founding in 1945, Mattel is proud to be a trusted partner in
exploring the wonder of childhood and empowering kids to reach
their full potential. Visit us online at www.mattel.com.
Media Contact
Kelly
Powers
Mattel
kelly.powers@mattel.com
(310) 252-3687
Marissa Beck
Mattel
marissa.beck2@mattel.com
(310) 252-4974
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SOURCE Mattel, Inc.