Barbie® Introduces Its First Doll with Down Syndrome, Further Increasing Representation in the Toy Aisle
25 Abril 2023 - 10:00AM
Business Wire
Released as part of this year’s global Barbie
Fashionistas lineup to allow even more children to find a Barbie
doll that represents them
Mattel, Inc. (NASDAQ: MAT) announced today the addition of a
Barbie doll with Down syndrome, created to allow even more children
to see themselves in Barbie, as well as have Barbie reflect the
world around them. The Barbie doll with Down syndrome is meant to
inspire all children to tell more stories through play.
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“As the most diverse doll line on the market, Barbie plays an
important role in a child’s early experiences, and we are dedicated
to doing our part to counter social stigma through play,” said Lisa
McKnight, Executive Vice President and Global Head of Barbie &
Dolls, Mattel. “Our goal is to enable all children to see
themselves in Barbie, while also encouraging children to play with
dolls who do not look like themselves. Doll play outside of a
child’s own lived experience can teach understanding and build a
greater sense of empathy, leading to a more accepting world. We are
proud to introduce a Barbie doll with Down syndrome to better
reflect the world around us and further our commitment to
celebrating inclusion through play.”
To ensure the doll accurately represents a person with Down
syndrome, Barbie worked closely with the National Down Syndrome
Society (NDSS). NDSS empowers individuals with Down syndrome and
their families by providing resources, driving policy change,
engaging with local communities. NDSS’s guidance and real-world
experiences informed the design process from start to finish,
including the doll’s sculpt, clothing, accessories and packaging.
The close partnership ensured the Barbie team celebrated
individuals with Down syndrome through a doll that would
immediately connect with the community.
“It was an honor working with Barbie on the Barbie doll with
Down syndrome,” said Kandi Pickard, NDSS President and CEO. “This
means so much for our community, who for the first time, can play
with a Barbie doll that looks like them. This Barbie serves as a
reminder that we should never underestimate the power of
representation. It is a huge step forward for inclusion and a
moment that we are celebrating.”
Counseled by NDSS, Barbie was purposeful with every design
choice for the doll, including:
- Sculpt: This doll introduces a new face and body sculpt
to be more illustrative of women with Down syndrome, including a
shorter frame and a longer torso. The new face sculpt features a
rounder shape, smaller ears, and a flat nasal bridge, while the
eyes are slightly slanted in an almond shape. The doll’s palms even
include a single line, a characteristic often associated with those
with Down syndrome.1
- Fashion & Accessories: The doll’s puff sleeved dress
pattern features butterflies and yellow and blue colors, which are
symbols and colors associated with Down syndrome awareness. The
doll’s pink pendant necklace with three upward chevrons represents
the three copies of the 21st chromosome, which is the genetic
material that causes the characteristics associated with Down
syndrome. The three chevrons, or arrows, are a symbol that unites
the Down syndrome community and are meant to represent “the lucky
few” who have someone with Down syndrome in their life.
- Orthotics: The Barbie Fashionista doll with Down
syndrome also wears pink ankle foot orthotics (AFOs) to match her
outfit and her sneakers tout a zipper detail. Some children with
Down syndrome use orthotics to support their feet and ankles, and
NDSS provided a box of orthotics to serve as real-life inspiration
for the ones this Barbie Fashionista is wearing, matched to her
outfit and the bright colors in her design.
Children’s early experiences help shape their thoughts and
perceptions – and Barbie can play an important role in this
process. When a child plays with Barbie, they play out their dreams
and imagine they can be anything. Doll play has an incredible
purpose during key developmental stages as it may help set children
on a course for success by allowing them to develop empathy –
fueling social skills needed to excel as they imagine their futures
with an equal playing field2. The Barbie doll with Down syndrome
allows more children to see themselves in Barbie as well as the
world around them, which can help foster a sense of
inclusivity.
Barbie is the most inclusive doll line on the market – with over
175 looks offering a variety of eye colors, hair colors and
textures, body types, disabilities and fashions to tell more
stories. Barbie has introduced dolls with vitiligo, dolls that use
a wheelchair or a prosthetic limb, a doll with hearing aids and a
doll without hair. This year, Barbie is continuing to represent
global belonging and inclusivity with the full 2023 Fashionistas
lineup, which also includes new dolls in a variety of body types
including a new Fashionista doll wearing braces and a Ken
Fashionista doll with a prosthetic leg.
The 2023 Fall Fashionistas dolls, including the Barbie doll with
Down syndrome, are available in limited quantities online now and
in store this Summer and Fall at major retailers for $10.99
USD.
1The Barbie doll with Down syndrome’s physical features were
reviewed by a medical professional. 2 Exploring the Benefits of
Doll Play through Neuroscience, commissioned by Barbie in
partnership with Cardiff University
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 NDSS
The National Down Syndrome Society (NDSS) is the leading human
rights organization for all individuals with Down syndrome. NDSS
empowers individuals with Down syndrome and their families by
providing resources, driving policy change, engaging with local
communities, and shaping public perceptions. Founded in 1979, NDSS
supports and advocates for the Down syndrome community by focusing
on three key areas of programming: Resources & Support, Policy
& Advocacy and Community Engagement. Within these focus areas
NDSS engages in various activities, events and programs on topics
that are critical to our community such as federal and state
advocacy and public policy, health and wellness, education and
employment. NDSS creates resources to support individuals with Down
syndrome, their families and caregivers across the lifespan and
hosts community events throughout the country including the
National Buddy Walk® Program, the Times Square Video presentation
and New York City Buddy Walk®, Racing for 3.21 for World Down
Syndrome Day, Run for 3.21, and various other events. Visit
www.ndss.org for more information.
MAT-BARB
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Devin Tucker devin.tucker@mattel.com
Aly Lloyd Aly.lloyd@mattel.com
Mattel (NASDAQ:MAT)
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