Barbie’s summer says goodbye and gives way to fall, which marks the beginning of a new opportunity to inspire future generations. On September 6, Mattel unveiled Barbie’s 2023 Race of the Year collection, which not only marks a significant milestone for the iconic doll but also reflects its strong commitment to promoting gender equality and empowering girls and women, in line with the Sustainable Development Goals (SDGs).
With this new collection focused on women in sports, the brand challenges gender stereotypes and inspires girls and women to pursue their passion for sports. Features dolls in culturally relevant and challenging roles in areas where women have historically been underrepresented.
The new collection: dolls that break barriers
Barbie’s 2023 line highlights four critical roles in the sports industry, embodied by groundbreaking dolls: a general manager, a referee, a coach, and a sports reporter. Each doll is carefully crafted with details that reflect the authenticity of their respective professions and provide girls with a role model on their journey to empowerment.
To further its commitment to gender equality and empowerment in sport, Mattel has partnered with Voice In Sport, an online community and advocacy group for women and girls in sport. This collaboration not only results in resources for research and mentorship but also demonstrates Mattel’s commitment to promoting gender equality in sports.
A defining moment for the sport
The presentation of these dolls coincides with a pivotal moment for women’s sports. Women’s sports are growing in popularity and are making significant progress towards equality. Recently, the 2023 FIFA Women’s World Cup recorded sales of more than 1.7 million tickets and set new viewership records for the tournament’s digital broadcasts.
Platforms like TikTok have provided an impressive space for women’s sports and attracted a young and enthusiastic audience. This has led to the creation of accounts dedicated to highlighting gaming highlights and influencers dedicated to documenting the world of women’s sports.
Additionally, women’s sporting events are seeing record numbers of on-site attendees. A notable example is the attendance of 92,000 people at a recent University of Nebraska women’s volleyball game, which set a new record in the United States, surpassing the previous record set at the 1999 Women’s World Cup final in Pasadena, California.
Despite these advances, female sports professionals still face disproportionate backlash, and advocates and athletes continue to fight for equal pay in all sports. In this context, Barbie joins the conversation with the Women in Sports collection and uses the power of representation to inspire the next generation of women in sports.