Brand Furthers Dream Gap Project Commitment,
names Olympic Ice Dancer Tessa Virtue as Dream Gap Ambassador and
Honours Global Lineup of Role Models
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TORONTO, March 8, 2019 /CNW/ - 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 brand is honouring the largest
lineup of global female role models and taking the next step 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.
"Research* has shown that starting at age five, girls start
doubting their potential, this is the Dream Gap," says Lisa Perry, Brand Manager, Mattel Canada Inc.
"And as the original girl empowerment brand we are working to help
close it."
This year, Olympic champion Tessa
Virtue joins the ranks of inspirational women globally who
are honoured with a one-of-a-kind doll created in their likeness as
part of the Barbie Shero Dolls collection. Tessa also takes on the
role of Dream Gap Ambassador where she'll show girls that through
hard work, dedication and focus you can make any dream a
reality.
"I remember playing with Barbie as a young girl and imagining
her as a doctor, an astronaut, a businesswoman and of course an
athlete," says Tessa
Virtue. "My mom always joked I kept my dolls on a
rigorous schedule, toting them around and expecting them to
participate in all of my adventures (dressed accordingly, of
course). But the truth is, it allowed me to explore the
world around me and live out my dreams at an early age. I hope
that I can inspire the next generation of girls to dream big,
follow their passions, and understand their limitless
potential."
In 2019, six iconic career dolls are relaunching in honour of
Barbie's diamond anniversary. These dolls include a pilot,
news anchor, astronaut, firefighter, athlete and presidential
candidate. Barbie will also launch its Proudly Pink Barbie doll
which pays homage to Barbie's heritage with stunning design to
celebrate 60 years of fashion.
"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 honour more than 20 women across multiple
countries and continents ranging from 19 to 85 years
old and speaking 14 languages.
- This is the largest and most diverse lineup of women honoured
by Barbie to date 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 honour from the Barbie brand.
- In Canada, Tessa Virtue is
honoured for her role in helping girls across the country believe
they can be anything.
- SUPPORT THE BARBIE DREAM GAP PROJECT
-
- Join @barbie to help close the Dream Gap by creating a
story with Barbie's social lens, inspired by a girl in your life.
Share by using #Barbie60 #YouCanBeAnything.
- This initiative builds on the Barbie 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 launched a new vlog on
March 7 called "Finding Your
Voice."
- For the month of March, Barbie Vlogger joins YouTube Kids as an
editor with a curated playlist of inspiring videos. Barbie Vlogger
was given this honour because she has become a top girl influencer
on YouTube with over 108 million views.
- Barbie has engaged mentors that align with four dolls launching
in fall 2019 as part of a global partnership with National
Geographic that will feature career dolls and playsets
highlighting occupations underrepresented by women. These include
an astrophysicist, a wildlife conservationist, a polar marine
biologist and a wildlife photojournalist. These mentors will each
host a 'day-in-the-life' experience with young girls across
Canada.
- SHAPING CANADA'S FUTURE,
TOGETHER with partners who have joined Barbie
to help close the Dream Gap and inspire the next generation of
girls to dream big.
The brand is collaborating with partners across multiple
categories including apparel, publishing, food, beauty, travel and
more to celebrate the milestone.
These include:
- Ardene – The Canadian retailer debuts its newest Barbie
collaboration, which is available in stores.
- da lish Cosmetics – The Canadian beauty brand has
collaborated with Barbie to create limited edition three-piece kit
to celebrate Barbie's 60th anniversary.
- Nadège Patisserie – The Toronto-based patisserie will have a
limited-edition Barbie cake and macaron available for purchase
between March 7 and March 25.
- Hudson's Bay Company – Canada's iconic department store
is creating an exclusive collection of Barbie-inspired clothing and
jewelry in partnership with four Canadian designers: Narces,
Hilary MacMIllan, Hayley Elsaesser and Biko.
- Toys"R"Us Canada – Canada's ultimate toy store and
destination for fun is featuring 60 Role Models in-store and online
over the course of 60 weeks.
- Walmart Canada – Canada's destination for everyday low
prices will be hosting Barbie's 60th Anniversary
Celebration Events at select locations across Canada.
- CN Tower – Canada's tallest building hosts a Barbie Play
Zone throughout March Break starting Saturday, March 9, 2019.
- Canada Learning Code – Barbie will be an official
sponsor of Girls Learning Code Day on May
11, 2019.
- Let's Talk Science – This national, not for profit
focused on science learning is supporting Dream Gap research in
Canada.
- STEM Camp – Barbie and STEM Camp will partner with
a campaign to foster girls' interest in the fields of Science,
Technology, Engineering and Math (STEM).
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.
*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.
SOURCE Mattel Canada, Inc.