‘Barbie: A Cultural Icon Exhibition’ Launches in Milan

Mattel, in collaboration with Next Exhibition, has announced the European tour of its “Barbie: A Cultural Icon Exhibition.” The exhibition opened in Milan Sept. 13 at Next Exhibition (Via Paolo Sarpi 6/8) and is the first stop on the European tour of the event, celebrating 65 years of inspiration, fashion and empowerment. 

The immersive exhibition showcases Barbie’s evolution from her creation by Ruth Handler in 1959 to the brand’s status as a global cultural phenomenon. Visitors will have the opportunity to explore Barbie’s journey through exclusive interviews, a detailed display of vintage dolls and an in-depth look at how she has mirrored societal shifts and career trends over the decades. 

“The Barbie: A Cultural Icon Exhibition” is part of Mattel’s strategic expansion beyond the toy aisle, solidifying the brand’s evolution into new categories and engaging diverse audiences globally. The expedition has previously traveled to Arizona, Minnesota and Las Vegas. This exhibition is a step in bringing Barbie to life through new formats, celebrating her influence as a beloved doll and a powerful symbol of empowerment, diversity and self-expression. 

As the leader in the fashion doll category, Mattel continues to innovate and redefine the role of dolls in today’s world. With over 175 different looks and a commitment to inclusivity, Barbie has become more than a toy – she is a muse, an icon and a cultural touchstone. This exhibition represents a new chapter in Barbie’s global journey as the brand connects with fans across generations and reaches new heights in popular culture. 

First developed by Illusion Projects, the exhibition format is available to travel to other major European cities, bringing together Barbie fans from across the continent. 

“Bringing ‘Barbie: A Cultural Icon Exhibition’ to Italy in partnership with Next Exhibition marks an exciting milestone in the journey of Barbie,” says Ruth Henriquez, head of licensing, publishing and LBE, Mattel. “As we celebrate her legacy of empowerment and self-expression, we look forward to collaborating with more incredible partners across Europe, to share this unique format and connect with fans in new and meaningful ways.”