The worldwide celebration of Barbie’s 60th anniversary has officially commenced.
In honor of the Barbie brand, Mattel is working hard to close the Dream Gap by donating to like-minded organizations aimed at leveling the playing field for girls through the Mattel Children’s Foundation.
“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,” says 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.”
Inspiring the Next-Gen of Women
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. Around the world, Barbie is honoring role models including actress and activist Yara Shahidi (Black-ish, Grown-ish), tennis star Naomi Osaka, activist and model Adwoa Aboah, and many more.
The Dream Gap Fund
Barbie will donate one dollar from every doll sold between March 6–11 in the U.S. up to $250,000. The funds will be managed through the Mattel Children’s Foundation, the company’s social impact arm.
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
Barbie as Role Model Through Entertainment, Play
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.
60th Anniversary Events
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.
The brand will also celebrate 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.
Barbie 60th Anniversary Product
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 also collaborating with partners across multiple categories including apparel, publishing, food, beauty, travel and more to celebrate the milestone.