Barbie Celebrates International Women’s Day with Global Campaign

Brand aims to inspire a new generation of young leaders.

License Global

March 1, 2022

3 Min Read

Mattel has 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 multifaceted campaign to increase access to female role models, support female entrepreneurs and partner with like-minded global programs, Barbie is committed to help build the confidence and reinforce the limitless potential of girls everywhere. 

To address barriers to girls’ success, Barbie established the Barbie Dream Gap Project in 2018, a multiyear global initiative created to raise awareness around limiting factors that prevent girls from reaching their full potential. Since launching, the brand has committed over $1 million 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,” says 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: 

  • Shonda Rhimes (U.S.) – founder, American Television Production Company Shondaland 

  • Ari Horie (United States/Japan) – founder and chief executive officer, Women’s Startup Lab and Women’s Startup Lab Impact Foundation 

  • Pat McGrath (U.K.) – makeup artist and founder, Pat McGrath Labs  

  • Melissa Sariffodeen (Canada) – chief executive officer and co-founder, Canada Learning Code and Ladies Learning Code 

  • Adriana Azuara (Mexico) – founder, All4Spas   

  • Doani Emanuela Bertain (Brazil) – teacher and founder, Sala 8   

  • Jane Martino (Australia) – chair and co-founder, Smiling Minds   

  • Lan Yu (China) – fashion designer 

  • Butet Manurung (Indonesia) – founder and director, SOKOLA 

  • Sonia Peronaci (Italy) – founder, Italian food website, GialloZafferano  

  • Tijen Onaran (Germany) – chief executive officer and founder, Global Digital Women and co-founder, ACI Diversity Consulting  

  • Lena Mahfouf (France) – digital creator, videographer and author of “Always More” 

Entering a Global Barbie Dream Gap Project Partnership: 

Inspiring Girls International, a charitable organization dedicated to raising the aspirations of young girls around the world by connecting them with female role models, will work with Barbie and schools in Spain, Italy, France, U.K., Poland, Brazil, Australia and the U.S. 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 Female-Founded Brands: 

The collection on 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 with an 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 11-12 via OpenSea, with proceeds benefiting the Barbie Dream Gap Project. 

Read more about:


About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like