Barbie Encourages Diversity in Leadership with New Campaign Dolls

The diverse dolls encourage girls to run for office in the future.

License Global

July 28, 2020

2 Min Read

Mattel has announced the Barbie 2020 Campaign Team, a doll line aimed to encourage girls to pursue public leadership roles in the future.

The new career set includes four diverse dolls with different campaign roles including candidate, campaign manager, fundraiser and voter. The set highlights dolls of different ethnicities, including a Black candidate.

With seven runs for office since 1992, Barbie has a history of showing girls they can and should be in office. Ahead of the 2020 U.S. election, the brand is launching this new doll set alongside a full marketing program aimed at the next generation of leaders by highlighting the importance of voting and taking a stand while showing girls how to run a campaign.

“Since 1959, Barbie has championed girls and encouraged them to be leaders whether in the classroom, community or someday, of the country,” said Lisa McKnight, senior vice president and global head, Barbie & Dolls, Mattel. “With less than a third of elected leaders in the U.S. being women, and Black women being even less represented in these positions, we designed the Barbie Campaign Team with a diverse set of dolls to show all girls they can raise their voices. Our goal is to remove barriers to leadership by giving girls the tools to imagine and play out their future roles.”

The brand has teamed up with She Should Run, a non-partisan non-profit that provides guidance and support to women considering a run for office. With a continued effort to foster girls’ leadership ambitions, Barbie and She Should Run are addressing the top barriers to girls’ leadership.

In addition to being a longtime partner, She Should Run is a recipient of funds from the Barbie Dream Gap Project and has dedicated resources, in part, to Help Her Lead, a course designed to support young girls, particularly girls of color, in their pathway to political leadership by giving adult role models the resources and guidance to engage and inspire them early in life.

“With the upcoming elections and the current push for equality and representation, 2020 is an incredible time for us to inspire young women and girls to lead,” says Erin Loos Cutraro, founder and chief executive officer, She Should Run. “Understanding the role we play in empowering our daughters is the first step – we have to have healthy conversations at home and encourage curiosity. By getting them excited today, we’re giving them the confidence to raise their voices and run for office tomorrow.”

Additional educational resources, including play ballots and printable activities, prompts girls to write their own campaign speeches. More will be available on and a new “Ask Barbie” video will be live on the Barbie YouTube channel. The Barbie Campaign Team, sold as a set, is available for $39.99 from major online retailers now.

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