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Earlier this month, global toy and family entertainment leader Mattel, Inc., announced that its iconic Barbie brand was celebrating October’s International Day of the Girl with the introduction of ‘Team Barbie.’ Immortalizing four professional rugby players in doll form, the team is leveraging the athletes as role models to encourage girls to own their confidence proudly.
The company’s press released stated that the one-of-a-kind-dolls were created in honor of “incredible athletes who recognize and harness their own power… because Barbie knows if you can see it, you can be it.” Recognizing how crucial sports can be in building communication skills, confidence and teamwork, the brand wants to empower the next generation to get and keep their “head in the game” by telling the inspirational stories of:
- Ilona Maher (U.S.): Rugby Olympic medalist, social media star and body positivity advocate who challenges stereotypes by embracing the strength of femininity.
- Ellie Kildunne (UK): Key member of England Rugby’s Red Roses team, World Champion, 2024 World Rugby Player of the Year and trailblazer in the rise in interest in women’s rugby.
- Portia Woodman-Wickliffe (NZ): Two-time Olympic and World Champion, known for redefining the game with record-breaking performances.
- Nassira Konde (France): Dynamic rugby star and Olympic medalist known for uplifting the next generation by embracing inclusion, skill and fearless ambition.
Maher’s doll, available in 2026, is said to have an all-new body sculpt designed to reflect the build of many strong athletes. This ‘Muscular sculpt’ celebrates strength with a straighter, more athletic torso, visibly defined arms, shoulders and legs, plus sculpted core and back muscles.
Barbie conducted a study of girls aged 6-14 and their parents across the Team’s home countries to better understand what is holding girls back and what might inspire them. Key findings showed that only 53% of girls felt confident while playing sports, with fear of making mistakes (34%) as the leading reason for a lack of confidence. Additionally, 26% of parents believed that more female role models in sports would encourage their daughters to stay involved longer, while 81% felt that sports can help their daughters achieve their future goals.
“We all doubt ourselves at times, myself included. But I am where I am today, because I kept showing up anyway. Even through tough practice days or days I didn’t feel my best, I continued to put in the work, strengthen my skills and believe in my ability which grew my confidence in myself and my career,” shared Maher. I’m proud of how far I’ve come, and I’m not afraid to say it. If sharing my story can inspire other young girls to believe in themselves the way I have, then I’ll have truly made an impact. Being part of Team Barbie is about showing girls that confidence isn’t something to shy away from, but something to own.”
As part of the Barbie brand’s commitment to empowering girls to stay in sports, Mattel is donating to girls’ sports organizations in the US, UK, New Zealand and France to fund programming focused on unlocking girls’ confidence.
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