- Released as part of this year's global
Barbie Fashionistas lineup, Barbie partnered with the American
Foundation for the Blind and National Down Syndrome Society to
ensure doll designs accurately reflect the community they are
designed to represent
TORONTO, July 23,
2024 /CNW/ - Mattel, Inc. (NASDAQ: MAT)
announced today the addition of a blind Barbie doll and a Black
Barbie doll with Down syndrome, created to allow even more children
to find a doll that represents them and inspire all children to
tell more stories through play.
"We recognize that Barbie is much more than just a doll; she
represents self-expression and can create a sense of
belonging," said Krista
Berger, Senior Vice President of Barbie and Global Head of
Dolls. "We proudly introduce a new blind Barbie doll and Black
doll with Down syndrome to our Barbie Fashionistas line,
reinforcing our commitment to creating products that represent
global belonging and inclusivity in the doll aisle."
Barbie partnered with the American Foundation for the Blind
(AFB), an organization dedicated to creating a world of endless
possibilities for individuals with blindness and low vision, to
ensure details of the blind Barbie doll, including face sculpt,
fashion, accessories, packaging experience, and e-commerce
communication, accurately depict individuals with blindness or low
vision.
Counseled by AFB, Barbie was committed to represent individuals
with blindness and low vision throughout all stages of the design
process, from the doll's sculpt to the dress pattern:
- Accessories: The doll comes with a white and red
cane with an identifiable marshmallow tip and includes stylish and
functional sunglasses. With some blind or low-vision individuals
sensitive to light, the lens provides additional eye
protection.
- Elbow Articulations: The blind Barbie doll includes
elbow articulations to ensure comfortable cane use.
- Textured and Vibrant Fabrics: Barbie conducted
testing with blind and low-vision children to ensure that the doll
provided an accessible and satisfying play experience for kids with
blindness or low vision. With AFB's guidance, Barbie designed the
doll's fashion to include a satiny pink blouse with a textured
ruffle skirt for tactile interest. Additional details include a
brightly colored high-contrast hook and loop fasteners for closure
on the back of the doll's top, as well as an elastic skirt
waistband to make swapping outfits easier.
- Packaging and Design: Barbie worked with AFB to
create accessible packaging for the doll, including the placement
and writing of 'Barbie' in braille on the package.
- Eye Gaze: The doll is designed with an eye gaze
facing slightly up and out to accurately reflect the
sometimes-distinct eye gaze of a blind individual.
"It was an honor to collaborate with Barbie on the
development of the blind Barbie doll," said Eric Bridges, CEO and President, American
Foundation for the Blind. "By increasing representation and
promoting awareness about the experiences of blind individuals and
those with low vision, our shared goal is to inspire boundless
opportunities for everyone, ultimately leading to a world of
greater accessibility and inclusion."
In 2023 Barbie introduced the first-ever Barbie doll with Down
syndrome, which won the Corporate Social Responsibility Initiative
of the Year award presented by the Toy Association. This year,
Barbie once again partnered with the National Down Syndrome Society
(NDSS) to introduce its next doll with Down syndrome to the Barbie
Fashionistas 2024 lineup. Throughout all stages of the design
process, Barbie and NDSS worked together to ensure the Black Barbie
doll with Down syndrome accurately reflected and resonated with
members of the Down syndrome community. NDSS connected Barbie with
a focus group of Black individuals from the Down syndrome
community, including a young Black woman with Down syndrome, to
review the doll's sculpt, hair, fashion and glasses:
- Sculpt: Barbie collaborated with the NDSS to accurately
represent physical characteristics of people with Down syndrome
including a shorter frame, longer torso and low muscle tone.
Additionally, the doll's palms include a single line, a
characteristic often associated with those with Down syndrome.
Special care was put into the face sculpt, featuring a rounder
shape, smaller ears, and a flat nasal bridge. The eyes are slightly
slanted in an almond shape while white dots can be seen in the
iris.
- Hair: The doll has a braided hair texture which was one
of the key features asked from the Black Down syndrome
community.
- Fashion: Symbols are incorporated throughout the doll's
outfit, and the blue and yellow color palette represents Down
syndrome awareness. The three arrows in some of the hearts on the
dress, represent the third 21st chromosome that individuals with
Down syndrome have.
- Glasses: The doll also wears pink eyeglasses,
representing individuals with Down syndrome who often experience
difficulties with their vision.
"NDSS is thrilled to introduce a second Barbie doll with Down
syndrome. Having this doll launched alongside the new Barbie doll
with Blindness marks another important step in expanding
representation for the disability community," said Kandi Pickard, President and CEO, NDSS. "We are
proud to partner with Barbie as they grow to reflect our diverse
and beautiful world."
"We are delighted to introduce these dolls in partnership with
the American Foundation for the Blind and National Down Syndrome
Society to further our mission for every young girl to feel
represented and celebrated through Barbie." Berger continued.
Doll play has proven to help develop empathy and social
processing skills among children, fueling social skills needed to
excel in their futures as they imagine they can be anything. As the
brand's most diverse doll line, the Barbie Fashionistas series
offers more than 175+ looks in a variety of skin tones, eye colors,
hair colors and textures, body types, disabilities and fashions.
This includes dolls with vitiligo, dolls that use a wheelchair or a
prosthetic limb, a doll with hearing aids and a doll without hair.
The 2024 Fashionistas dolls aim to advance Barbie's continued goal
of reflecting a multi-dimensional view of beauty and fashion,
allowing more children to see their world reflected through
play.
The 2024 Fashionistas dolls, including the blind Barbie doll and
Black Barbie doll with Down syndrome, are available online now and
in store this Summer at major retailers for $15.99 CAD.
To celebrate this launch, Barbie is also collaborating with
accessible fashion brand Aille Design (pronounced: eye) on a
Barbie-inspired collection, featuring pieces with fully legible
braille beadwork. Details include Barbie's original black and white
chevron pattern on a slip dress, a black neck scarf and a classic
t-shirt in a hue of iconic Barbie pink, each featuring Aille
Design's signature braille beadwork made with Swarovski®
pearls.
"Championing inclusivity is not only crucial for the evolution
of Barbie; it is pivotal for all kids to feel reflected in and
celebrated by the brand," said Jennifer Gileno, Head of Licensing, Mattel Canada. "Partnering with Aille Design to
showcase the brand's unique braille beadwork offers inclusive
fashion for everyone; something we're so proud to celebrate."
To celebrate the launch, Aille Design and Barbie are partnering
with three notable low vision models and disability advocates to be
featured in the Barbie x Aille Design campaign –
- Mara Lauren
Hutchinson: Legally blind content creator, TV
reporter, fashion influencer, disability advocate, and mother in
her forties
- Chelsea Langerud: Visually impaired content
creator, writer, and recent graduate in her twenties
- Lolanta Mamatkazina: 13-year-old legally blind opera
singer and braille reader
"When I first started Aille Design, people questioned why
inclusive fashion was important," Alexa
Jovanovic, CEO and Founder, Aille Design. "Now, to be
launching a joint collection with Barbie and Mattel featuring our
signature braille beadwork and creating a campaign highlighting
three visually impaired models is monumental for greater
representation in fashion. I can't imagine a better partner to
bring our braille fashion to a global audience and help create an
authentic change in the fashion industry."
Launching July 23 at 7/23 @
12am ET, the first phase of the
Barbie x Aille Design collection will be available at Aille
Design's ecommerce page: www.ailledesign.com.
About Mattel
Mattel is a leading global toy and family entertainment company
and owner of one of the most iconic brand portfolios in the world.
We engage consumers and fans through our franchise brands,
including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®,
Thomas & Friends™, UNO®, Masters of the Universe®,
Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other
popular properties that we own or license in partnership with
global entertainment companies. Our offerings include toys,
content, consumer products, digital and live experiences. Our
products are sold in collaboration with the world's leading retail
and ecommerce companies. Since its founding in 1945, Mattel is
proud to be a trusted partner in empowering generations to explore
the wonder of childhood and reach their full potential. Visit us at
mattel.com.
About the American Foundation for the Blind
Founded in 1921, the American Foundation for the Blind (AFB)
creates equal opportunities and expands possibilities for people
who are blind, deafblind, or have low vision through advocacy,
thought leadership, and strategic partnerships. In addition to
publishing the Journal of Visual Impairment & Blindness (JVIB),
AFB is also the proud steward of the Helen Keller Archive, honoring
the legacy of our most famous ambassador who worked at AFB for over
40 years. Learn more at www.afb.org.
About NDSS
The National Down Syndrome Society (NDSS) is the leading human
rights organization for all individuals with Down syndrome. NDSS
empowers individuals with Down syndrome and their families by
providing resources, driving policy change, engaging with local
communities, and shaping public perceptions. Founded in 1979,
NDSS supports and advocates for the Down syndrome community by
focusing on three key areas of programming: Resources &
Support, Policy & Advocacy and Community Engagement. Within
these focus areas NDSS engages in various activities, events and
programs on topics that are critical to our community such as
federal and state advocacy and public policy, health and wellness,
education and employment. NDSS creates resources to support
individuals with Down syndrome, their families and caregivers
across the lifespan and hosts community events throughout the
country including the National Buddy Walk® Program, the Times
Square Video presentation and New York City Buddy Walk®, Racing for
3.21 for World Down Syndrome Day, Run for 3.21, and various other
events. Visit ndss.org for more information.
About Aille Design
Aille Design is an e-commerce brand that works with the blind
and visually impaired community to create fashion-forward clothing
and accessories with fully legible braille beadwork. Founder and
CEO Alexa Jovanovic focuses on
learning about the community's unique challenges with fashion from
clothing identification, choosing what to wear, and whether or not
clothing trends are important, all the way to society's
misconceptions of what it means to look or feel blind. The group
works together to create pieces that are functional for braille
readers, fashionable for everyone, and ultimately, allow you to
literally wear your values on your sleeve. The braille on each of
the items ranges from physical descriptions to empowering
statements and is designed so that the braille is the focal point
of each piece. Made with high-quality beads, the braille is easy to
read, machine washable, and very stylish. Visit us online at
ailledesign.com.
SOURCE Mattel Canada, Inc.