Barbie® celebrates International Women’s Day with a global campaign to inspire the next generation of female leaders

EL SEGUNDO, Calif.–(BUSINESS WIRE)–Today, Mattel, Inc. (NASDAQ: MAT) announced that Barbie is partnering with entrepreneurs and role models to inspire the next generation of leaders and dreamers this International Women’s Day. Through a multifaceted campaign to increase access to female role models, support women entrepreneurs and partner with like-minded global programs, Barbie is committed to helping build confidence and build limitless potential of girls everywhere.

Around the world, women continue to be underrepresented in leadership positions.* In fact, NYU’s Cognitive Development Lab research** Led by Professor of Psychology Dr. Andrei Cimpian and Assistant Professor of Psychology Dr. Andrea Vial, whose postdoctoral fellowship was funded by Mattel, found that girls aged 5-10 are less likely raise their hands for leadership positions, such as taking charge of a group activity, and also perceive the social backlash of volunteering to take on more responsibility. However, in the final stage of the study, the researchers found that when exposed to female role models, girls — and boys — were more likely to volunteer to lead a group activity. This latest finding builds on ‘Dream Gap’ research which showed that from the age of five, girls begin to doubt their potential and lose faith in their own abilities.

To overcome this barrier to girls’ success, Barbie created the Barbie Dream Gap Project in 2018, a multi-year global initiative created to raise awareness of the limiting factors that prevent girls from reaching their full potential. Since its launch, the brand has committed more than $1 million through the Barbie Dream Gap project to nonprofit partners with the goal of achieving equality by fueling education, leadership skills and mentoring opportunities for girls.

“We know children are inspired by what they see around them, which is why it’s so important that young girls see themselves reflected in role models who have boldly broken through barriers and overcome the Dream Gap to become the brave women they are today.” said Lisa McKnight, Senior Vice President and Global Head of Barbie and Dolls, Mattel. “On this International Women’s Day, we are proud to honor 12 women global pioneers to help empower the next generation of women leaders by sharing their stories.”

Barbie celebrates International Women’s Day and inspires girls around the world to dream big by:

  • HONORING 12 GLOBAL FEMALE ROLE MODELS TO REMIND GIRLS THEY CAN BE ANYTHING spotlighting women who are leaders in their respective industries of tech, wellness, STEM, education and more with Barbie dolls unique to them. The worldwide range of role models includes:
    • Shonda Rhimes (US) – Founder of American television production company Shondaland

    • Ari Horie (US/Japan) – Founder and CEO, Women’s Startup Lab and Women’s Startup Lab Impact Foundation

    • Pat McGrath (UK) – Make-up artist and founder of Pat McGrath Labs

    • Melissa Sariffodeen (Canada) – CEO and co-founder of Canada Learning Code and Ladies Learning Code

    • Adriana Azuara (Mexico) – Founder of All4Spas

    • Doani Emanuela Bertain (Brazil) – Teacher and founder of Sala 8

    • Jane Martino (Australia) – President and co-founder of Smiling Mind

    • Lan Yu (China) – Fashion designer

    • Butet Manurung (Indonesia) – Founder and Director of SOKOLA

    • Sonia Peronaci (Italy) – Founder of Italian food website, ‘GialloZafferano’

    • Tijen Onaran (Germany) – CEO and founder of Global Digital Women and co-founder of ACI Diversity Consulting

    • Lena Mahfouf (France) – Digital creator, videographer and author of “Always More”

  • ENTERING OUR FIRST-EVER GLOBAL PARTNERSHIP WITH THE BARBIE DREAM GAP PROJECT with Inspiring Girls International, a charity dedicated to raising the aspirations of young girls around the world by connecting them with female role models.
    • Together, Barbie and Inspiring Girls International will work with local schools in Spain, Italy, France, the UK, Poland, Brazil, Australia and the US to deliver Dream Gap workshops featuring advice from various pioneering Barbie models, reaching around 3,500 girls in the next year.

  • LAUNCH OF A SHOP OF VARIOUS BRANDS FOUNDED BY WOMEN like @BarbieStyle™ the very first collaborative purchasing platform.
    • The collection on BarbieStyle.com features a range of limited-edition giveaways in fashion, beauty and accessories, all designed to reflect the iconic BarbieStyle aesthetic.

    • For every @BarbieStyle Collection product sold in the month of March, Mattel will donate 5% of the sale proceeds and match the donation to the Barbie Dream Gap Project***.

    • The collection will include products from partners:

      • Dudley Stephens: Palmer Puff Sleeve Turtleneck
      • NET: Land of Dream Candle
      • Autumn Adeigbo: Zebra Padded Headband
      • Larroude: Barbie Dolly Mule and Erin Clutch
      • Tenoverten: Barbie Trio: Robertson, Rodeo and Malibu
      • Live tinted: Original Huestick
  • CELEBRATING BARBIE IN THE NFT ART COLLECTION in partnership with Boss beautiesa global women-led initiative that creates opportunities for girls and women through cutting-edge collaborations.
    • A Barbie NFT showcasing a diverse assortment of Barbie careers will be part of the Boss Beauties Role Models NFT collection, designed to empower women and girls at the forefront of technology and creativity, alongside other pioneering personalities.

    • The Barbie NFT will be auctioned by Boss Beauties from March 9 to 12and through OpenSea, with proceeds going to the Barbie Dream Gap project.

Visit Barbie.com/DreamGap for more information on the Barbie Dream Gap project. To follow @BarbieStyle on Instagram to see the curated collection and visit BarbieStyle.com to shop.

*According to Women’s Entrepreneurship Report 2020/21: thriving in the crisis.

** This work was supported by the Mattel, Inc. Dream Gap Postdoctoral Fellowship in Child Development awarded to Vial.

***Through March 31, 2022, 5% of royalties Mattel receives from the purchase of items from the @BarbieStyle collection will be donated to the Barbie Dream Gap Project page on GoFundMe.com with a maximum donation of $50,000 . Offer open to US/DC residents only. No portion of purchase is tax deductible. No discount, other offer or coupon can be applied to the purchase of these items. Offer may be extended at Mattel’s sole and absolute discretion. Mattel reserves the right to suspend or cancel the promotion at its sole discretion for any reason, including force majeure.

About Mattel

Mattel is a global toy leader and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic brands including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe™, Monster High™ and MEGA®, and other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and TV content, gaming and digital experiences, music and live events. We operate in 35 locations and our products are available in over 150 countries working with the world’s leading retail and e-commerce companies. Since its founding in 1945, Mattel has proudly been a trusted partner in enabling children to explore the wonders of childhood and reach their full potential. Visit us online at mattel.com.

About Inspiring Girls International

Inspiring Girls International is a charity, founded by Miriam González Durántez, dedicated to raising the aspirations of young girls around the world by connecting them with incredible female role models. Inspiring Girls International introduces young women to the variety of careers and options in life and inspires them to aim high. For more information, visit www.inspiring-girls.com.

About Boss Beauties

A global women-led initiative, Boss Beauties creates opportunities for women and girls through mentorship programs and scholarships fueled by collaborations that empower those at the forefront of technology, leadership and creativity . Boss Beauties was founded by Lisa Mayer, who for ten years through My Social Canvas has made it her mission to equip the next generation of women to design the life and career of their dreams. They have built a global community of Gen Z women in the United States and 15 countries around the world. Their work has been involved with Apple and Verizon, as well as inspiring female mentors ranging from Olympians to fashion and entertainment leaders, including collaborations with Rolling Stone, Hugo Boss, Mattel and more.

MAT-BEARD

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