Mattel has launched its worldwide celebration of Barbie’s 60th anniversary including a campaign to fund projects and honor women who help inspire and empower young girls.
Through the Mattel Children’s Foundation, Mattel will celebrate Barbie’s anniversary by donating to like-minded organizations that close the Dream Gap and by celebrating female role models who are breaking boundaries.
Mattel has launched The Barbie Dream Gap Project Fund and will donate $1 from every doll sold in the United States up to $250,000.
Barbie will also honor more than 20 women across the globe, ranging from ages 19 to 85, who collectively speak 13 languages–a continuation of Mattel’s Shero program which launched in 2015.
Barbie honorees include actress and activist Yara Shahidi, tennis star Naomi Osaka and activist and model Adwoa Aboah, among many others.
"For 60 years, Barbie has championed girls, inspired generations to believe through make-believe and showed them that they have choices,” says Lisa McKnight, general manager and senior vice president, Barbie. “With more than 200 careers, six runs for president and a trip to the moon before Neil Armstrong, Barbie continues to evolve to be a modern, relevant role model for all ages. The Barbie brand believes girls should never know a world, job or dream women haven't conquered. Through our global platform, we are igniting a movement to help close the Dream Gap and further establish Barbie as the ultimate girl empowerment brand."
Barbie has also launched a new vlog on YouTube called “Finding Your Voice," on which Barbie Vlogger will be an editor and provide a curated playlist of inspiring videos.
Mattel will host a series of live events for girls including an immersive Barbie pop-up experience in New York City on March 9 for fans of all ages.
The Barbie "Be Anything" Tour kicked off in Bentonville, Ark. on March 9 with GRAMMY-nominated country music star Kelsea Ballerini. The tour will stop at 36 U.S. Walmart locations and will run through October. The tour allows girls to hear from role models and enter for a chance to win $20,000 toward achieving their dreams.
Mattel will also host "Barbie Presented by Amazon" pop-up stores in five major markets across the U.S. through April 2, where fans can enjoy an immersive Barbie experience.
Select Target locations will host in-store activations that will feature the "What Will You Be" exclusive Barbie-themed apparel and accessories aimed at girls ages 5-10.
The Barbie Career 60th Anniversary doll and the Proudly Pink Barbie doll will honor 60 years of Barbie and will be part of an expansive product line that spans apparel, publishing, food, beauty, travel and more to celebrate the milestone.
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