Barbie® Celebrates International Women’s Day with Global Campaign to Inspire the Next Generation of Female Leaders
02 Março 2022 - 3:02AM
Business Wire
Supporting Multi-Year Commitment to Close the
Dream Gap, Brand Announces New Lineup of Global Role Models, Latest
Research on the Dream Gap, Partnership with Inspiring Girls
International and More
Today, Mattel, Inc. (NASDAQ: MAT) announced Barbie is partnering
with entrepreneurs and role models to inspire the next generation
of leaders and dreamers this International Women’s Day. Through a
multi-faceted campaign to increase access to female role models,
support female entrepreneurs, and partner with likeminded global
programs, Barbie is committed to help build the confidence and
reinforce the limitless potential of girls everywhere.
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Barbie® Celebrates International Women’s
Day with Global Campaign to Inspire the Next Generation of Female
Leaders (Graphic: Business Wire)
Throughout the world, women continue to be underrepresented in
leadership roles.* In fact, NYU’s Cognitive Development Lab
research** led by Professor of Psychology, Dr. Andrei Cimpian, and
Assistant Professor of Psychology, Dr. Andrea Vial, whose
post-doctoral fellowship was funded by Mattel, uncovered that girls
aged 5-10 are less likely to raise their hand for leadership
positions, such as stepping up to be in charge of a group activity,
and also perceive social backlash from volunteering to take on more
responsibility. However, in the final stage of the study,
researchers found that when exposed to female role models, girls –
and boys – are more likely to volunteer to lead a group activity.
This latest finding expands on ‘Dream Gap’ research that has shown
that starting at age five, girls start doubting their potential and
lose confidence in their own competence.
To address this barrier to girls’ success, Barbie established
the Barbie Dream Gap Project in 2018, a multi-year global
initiative created to raise awareness around limiting factors that
prevent girls from reaching their full potential. Since launching,
the brand has committed over one million dollars through the Barbie
Dream Gap Project to nonprofit partners on a mission to achieve
equality by fueling education, leadership skills and mentorship
opportunities for girls.
“We know that children are inspired by what they see around
them, which is why it’s so important for young girls to see
themselves reflected in role models who’ve daringly pushed past
roadblocks and overcome the Dream Gap to become the brave women
they are today,” said Lisa McKnight, Senior Vice President and
Global Head of Barbie and Dolls, Mattel. “This International
Women’s Day, we’re proud to honor 12 global trailblazing women to
help empower the next generation of female leaders by sharing their
stories.”
Barbie is marking International Women’s Day and inspiring girls
to dream big around the world by:
- HONORING 12 GLOBAL FEMALE ROLE MODELS TO REMIND GIRLS THEY
CAN BE ANYTHING by shining a light on women who are leaders in
their respective industries of tech, wellness, STEM, education and
more with one-of-a-kind Barbie dolls in their likeness. The global
lineup of role models includes:
- Shonda Rhimes (United States) - Founder of American Television
Production Company Shondaland
- Ari Horie (United States/Japan) - Founder & CEO, Women’s
Startup Lab and Women’s Startup Lab Impact Foundation
- Pat McGrath (United Kingdom) - Makeup Artist and Founder of Pat
McGrath Labs
- Melissa Sariffodeen (Canada) – CEO and Co-Founder of Canada
Learning Code and Ladies Learning Code
- Adriana Azuara (Mexico) - Founder of All4Spas
- Doani Emanuela Bertain (Brazil) - Teacher and Founder of Sala
8
- Jane Martino (Australia) - Chair and Co-Founder of Smiling
Mind
- Lan Yu (China) - Fashion Designer
- Butet Manurung (Indonesia) – Founder and Director of
SOKOLA
- Sonia Peronaci (Italy) - Founder of Italian food website,
‘GialloZafferano’
- Tijen Onaran (Germany) - CEO and Founder of Global Digital
Women and Co-Founder of ACI Diversity Consulting
- Lena Mahfouf (France) – Digital Creator, Videographer and
Author of ‘Always More’
- ENTERING OUR FIRST-EVER GLOBAL BARBIE DREAM GAP PROJECT
PARTNERSHIP with Inspiring Girls International, a charitable
organization dedicated to raising the aspirations of young girls
around the world by connecting them with female role models.
- Together, Barbie and Inspiring Girls International will work
with local schools in Spain, Italy, France, UK, Poland, Brazil,
Australia and the US to deliver Dream Gap workshops featuring
advice from various trailblazing Barbie Role Models, reaching an
estimated 3,500 girls in the next year.
- LAUNCHING A CURATED SHOP FROM DIVERSE, FEMALE-FOUNDED
BRANDS as @BarbieStyle™’s first-ever collaborative shopping
platform.
- The collection on BarbieStyle.com features a range of limited
edition, giftable products in fashion, beauty and accessories – all
designed to reflect the iconic aesthetic of BarbieStyle.
- For each product within the @BarbieStyle Collection sold in the
month of March, Mattel will donate 5% of proceeds from the sale and
match the donation to the Barbie Dream Gap Project***.
- The collection will feature products from partners:
- Dudley Stephens: Palmer Puff Sleeve Turtleneck
- NETTE: Dream Land Candle
- Autumn Adeigbo: Zebra Padded Headband
- Larroude: Barbie Dolly Mule and Erin Clutch
- Tenoverten: Barbie Trio: Robertson, Rodeo and
Malibu
- Live Tinted: Huestick in Origin
- CELEBRATING BARBIE IN NFT ART COLLECTION in partnership
with Boss Beauties, a female-led global initiative that creates
opportunities for girls and women through cutting-edge
collaborations.
- A Barbie NFT featuring a diverse assortment of Barbie careers
will be part of the Boss Beauties Role Models NFT collection,
designed to empower women and girls at the forefront of technology
and creativity, alongside other trailblazing figures.
- The Barbie NFT will be auctioned by Boss Beauties between March
9-12th via OpenSea, with proceeds benefiting the Barbie Dream Gap
Project.
Visit Barbie.com/DreamGap for more information on the Barbie
Dream Gap Project. Follow @BarbieStyle on Instagram to view the
curated collection and visit BarbieStyle.com to purchase.
*According to 2020/21 Women’s Entrepreneurship Report: Thriving
through Crisis.
** This work was funded by Mattel, Inc.’s Dream Gap Postdoctoral
Fellowship in Child Development granted to Vial.
***Through March 31, 2022, 5% of the royalties Mattel receives
from the purchase of items from the @BarbieStyle Collection will be
donated to the Barbie Dream Gap Project page on GoFundMe.com with a
max donation of $50,000. Offer open only to residents of the
U.S/D.C. No portion of the purchase is tax deductible. No
discounts, other offers or coupons may be applied to the purchase
of these items. Offer may be extended in Mattel’s sole and absolute
discretion. Mattel reserves the right to suspend or cancel the
promotion in its sole discretion for any reason including in the
event of force majeure.
About Mattel
Mattel is a leading global toy company and owner of one of the
strongest catalogs 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.
About Inspiring Girls International
Inspiring Girls International is a charity, founded by Miriam
González Durántez, dedicated to raising the aspirations of young
girls around the world by connecting them with amazing female role
models. Inspiring Girls International introduces young women to the
full variety of careers and options in life and inspires/ them to
aim high. For more information visit www.inspiring-girls.com.
About Boss Beauties
A woman-led global initiative, Boss Beauties creates
opportunities for women and girls through mentorship programs and
scholarships powered by collaborations that empower those at the
forefront of technology, leadership, and creativity. Boss Beauties
was founded by Lisa Mayer, who for ten years through My Social
Canvas has made it her mission to equip the next generation of
women to design the life and career of their dreams. They have
built a global community of Gen Z women in the US and 15 countries
worldwide. Their work has had involvement from Apple and Verizon,
as well as inspiring women mentors ranging from Olympians to
leaders in fashion and entertainment including collaborations with
Rolling Stone, Hugo Boss, Mattel and more.
MAT-BARB
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News Media Devin Tucker Devin.Tucker@Mattel.com
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