- Barbie’s 65th birthday falls on International Women’s Day and Mattel is marking the occasion with nine new dolls honoring real life women including: Viola Davis, Shania Twain, Helen Mirren and Kylie Minogue.
- The company is also working with brand partnerships with almost 40 brands including 1-800-Flowers, Keds and Sprinkles.
- Additionally, Mattel is marking its third year partnering with Inspiring Girls International to support the Barbie Dream Gap Project.
On the heels of Greta Gerwig’s box office sensation with Barbie in 2023, Mattel has an opportunity to embrace the current zeitgeist around the iconic doll with this anniversary.
Last year’s film release, which broke box office records earning more than $1.4 billion worldwide in 2023, boosted sales and earnings for Mattel as well. The company saw large jumps in sales with net sales up 16% in Q4.
As the company marks this milestone, they have an opportunity to reach consumers with new products, doubling down on the doll’s ability to support young girls and cultivate their dreams through play.
“To celebrate Barbie’s 65th anniversary, we are amplifying stories of empowerment and bringing the brand’s legendary legacy to life in new ways for fans to enjoy,” said Krista Berger, senior vice president of Barbie & global head of dolls at Mattel. “We are kicking off our year-long celebration on International Women’s Day with groundbreaking storytellers who use their global platform to halo Barbie’s purpose of inspiring the next generation to reach their full potential.”
By creating dolls of real life women who have succeeded in their careers, Barbie is leaning into its legacy to inspire girls to dream big with tangible examples of real women who succeed in following their dreams.
“These inspirational women have used their storytelling platforms to help uplift an entire generation of young children through their advocacy, music, and performances,” added Berger. “We hope that Barbie fans everywhere will be empowered by their stories to recognize their limitless potential.”
Mattel is also launching a new anniversary collection, which highlights some of Barbie’s most popular products over the years including the Career Collection, the Fashionistas collection and the original 1959 doll. Mattel has also created a Barbie-themed Uno deck, a plush Barbie and a 65th anniversary Hot Wheels corvette.
In addition to the new Mattel products, the company is bringing brand partners into the fold.
“We are releasing an array of Barbie-themed products with over 40 brand partners across fashion, food, accessories and more to celebrate some of Barbie’s most iconic moments,” said Berger. “We are thrilled that so many brands have been eager to partner with Barbie and bring their fans and audiences more ways to celebrate Barbie’s iconic lifestyle.”
