Barbie and Nat Geo Join Forces

Mattel has inked a worldwide licensing agreement with National Geographic on behalf of its Barbie brand.
License Global

February 14, 2019

The Barbie and National Geographic product line will focus on science, research and conservation and will consist of career dolls and playsets that highlight fields in which women and underrepresented. Careers of the National Geographic Barbies include wildlife conservationist, astrophysicist, polar marine biologist, wildlife photojournalist and entomologist.

Each doll and playset will come with job-related accessories that have been verified by an advisory council of National Geographic Explorers and National Geographic magazine editor-in-chief Susan Goldberg.

"Barbie allows girls to try on new roles through storytelling by showing them they can be anything and, through our partnership with National Geographic, girls can now imagine themselves as an astrophysicist, polar marine biologist and more," says Lisa McKnight, senior vice president and general manager, Barbie. "Barbie and National Geographic represent a powerhouse combination and our joint creative efforts allow kids to explore the

world and different career fields right in their own homes."

To celebrate the launch, Mattel will hold special promotions at select retailers while relevant programming and content will roll out throughout the year the Barbie YouTube channel.

The Barbie and National Geographic product line will debut at retailers across the U.S. this fall.

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