Mattel partners with Atlantis Paradise Island Bahamas to offer Barbie Bahamas Beach Vacation: Where Atlantis Dreams Come True

March 7, 2024

The following is a press release from Mattel:

(Photo courtesy of Mattel)

Mattel, Inc. revealed a celebratory partnership with Atlantis Paradise Island to develop Barbie Bahamas Beach Vacation: Where Atlantis Dreams Come True, an immersive, Barbie-themed experience for all guests to enjoy in honor of Barbie’s 65th anniversary on March 9, 2024.

Debuting Memorial Day weekend 2024, and lasting through the summer, Barbie Bahamas Beach Vacation: Where Atlantis Dreams Come True will offer a host of Barbie-themed experiences. From tailor-made Barbie-themed guest rooms and suites to activations, bespoke retail, and more, the partnership brings Mattel’s Barbie to the Caribbean and the Bahamas for the first time in history.

Atlantis’ Barbie Bahamas Beach Vacation: Where Atlantis Dreams Come True will include:

  • Barbie Bahamas Beach Vacation – the Immersive Experience. Barbie enthusiasts of all ages will have the opportunity to walk through and experience Barbie’s Atlantis wonderland. The attraction is in The Royal, an icon of Atlantis and set against a backdrop of the largest open-air marine habitat in the world, featuring magnificent marine life. Visitors can explore several immersive playsets filled with Instagrammable vignettes, activity stations, and themed Barbie doll boxes that guests can climb into and snap photos, plus portholes offering a glimpse at real-life mermaids. Other highlights include the pink carpet, which stretches from The Royal’s grand staircase, and an over-the-top Barbie ball pit.
  • Travelers visiting Atlantis can book Barbie-themed beachside guestrooms and cabanas. Each guestroom and cabana will incorporate design elements and details that are unique and iconic to Barbie. From pink pillows and throw blankets to customized chaise lounge chair cushions and Cabana accessories, guests will have the opportunity to experience the world of Barbie in Paradise.
  • The Coral’s Sun & Ice café will be reimagined into a Barbie culinary adventure, complete with an exclusive, Barbie-inspired menu featuring desserts, cocktails, mocktails, and themed decor.
  • Atlantis Kids Adventures will offer Barbie-themed experiences, such as cooking classes and activations.
  • Complimentary Barbie movie night programming both poolside and in the Atlantis Theater.


“What better way to celebrate Barbie’s 65th anniversary than to create a one-of-a-kind guest experience for the first time ever at Atlantis Paradise Island,” said Julie Freeland, Senior Director of Location Based Entertainment at Mattel. “Atlantis is unmatched in offering top of the line experiences, a commitment to consumers and fans that we deeply value at Mattel.”

“Atlantis Paradise Island’s collaboration with the global toy and entertainment company Mattel adds to the resort’s 25-year history in providing world-class, experiential entertainment,” said Audrey Oswell, President and Managing Director, Atlantis Paradise Island. “What makes the Barbie Bahamas Beach Vacation: Where Atlantis Dreams Come True special, is that it is meant to be enjoyed by all generations and will offer a range of accessible experiences. We are a resort that has a long history of delivering unforgettable experiences to our guests, and firsts to The Bahamas. Barbie fits that bill.”

The collaboration follows the Atlantis Paradise Island’s milestone 25th anniversary year that debuted bold multimillion-dollar renovations, including the complete renovation of The Royal, a reimagined Atlantis Casino, and the new Bar Sol. Atlantis welcomed an array of captivating new dining destinations, including Silan, the Mediterranean-inspired restaurant from James Beard Award-winning chef Alon Shaya, and Paranza at The Cove, a coastal Italian restaurant by Chef Michael White, making Atlantis the only resort in the Caribbean with three Michelin star-rated chef-led restaurants. The Perch at The Cove is now open and the first and only Shake Shack in the Caribbean, offering specialty menu items unique to the Bahamas and a full bar.

Please visit atlantisbahamas.com for room reservations and for more information about traveling to the Bahamas, visit Bahamas.com.

About Mattel

Mattel is a leading global toy company and owner of one of the strongest portfolios 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®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries 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 children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.  


About Atlantis Paradise Island:

Atlantis Paradise Island, a lush, oceanside resort located on Paradise Island in the Bahamas, is a dynamic destination and offers visitors bold multimillion-dollar renovations, exciting new partnerships, and reimagined guest experiences. Bahamian culture and the spirit of its beloved team members are the heart and soul of this iconic legendary resort. Atlantis’ immersive programming connects guests to the rich history, art, people, food, and festivities of the Bahamas while remaining dedicated to sustainability and environmental conservation.

Atlantis has five unique lodging options: the grand, iconic newly renovated towers of The Royal, the family-friendly ambiance at The Coral, water-side villas at Harborside Resort, all-suite luxury accommodations at The Cove and residential-style living at The Reef.
Home to Aquaventure, one of the world’s largest waterparks, the 141-acre waterscape of thrilling slides and river rides features 14 pools and five miles of white sand beaches. Atlantis is also home to the largest open-air marine habitat in the world, with over 65,000 aquatic animals from 250 species making their home in natural ocean-fed lagoons and habitats, including Dolphin Cay, the unparalleled marine animal conservation and education center created to provide guests with a once-in-a-lifetime opportunity to learn more about some of nature’s most fascinating mammals.

Guests can choose from an impressive collection of over 40 restaurants, bars, and lounges with celebrity chef culinary masterpieces, including Fish by José Andrés, Nobu by Nobu Matsuhisa and Paranza by Michael White. With its unrivaled meeting and convention space and the well-appointed Atlantis Marina overlooking Marina Village, the Atlantis experiences are endless and unique to each traveler. Additional resort amenities include the tranquil Mandara Spa, a newly opened tennis and pickleball center, indoor and outdoor regulation basketball courts, a 500-seat movie theater, Atlantis Kids Adventures (AKA) for children ages 3-12, a gaming arcade, CRUSH- a teen nightclub, Jokers Wild comedy club, an award-winning 18-hole golf course designed by Tom Weiskopf, the renowned and newly redecorated Atlantis Casino, and an array of luxury and boutique duty-free shopping.
For more information and reservations, please visit atlantisbahamas.com.

Mattel adds dolls for Viola Davis, Helen Mirren, Kylie Minogue, Shania Twain and more to Barbie Role Models collection for 65th anniversary of Barbie

March 6, 2024

The following is a press release from Mattel:

Mattel’s Barbie Role Model dolls of 2024 (Photo courtesy of Mattel)

Mattel, Inc. (NASDAQ: MAT) announced its kickoff to celebrate the 65th anniversary of Barbie and over six decades of breaking down boundaries and inspiring girls through storytelling, encouraging them to be confident, daring, brave and legendary. 

Since the brand’s inception, Barbie has helped girls explore their limitless potential through different roles and narratives – from encouraging self-expression through dress-up to playing out any of her 250+ careers. With Barbie by their sides, countless children have been able to imagine their own stories through play that help shape their real-life futures. As Barbie celebrates her 65th anniversary on March 9, the brand is sharing countless stories of empowerment and bringing her legendary legacy to life through the eyes and words of fans everywhere, starting with some of the most renowned storytellers out there.

“Barbie’s story has never been just about her. It’s about the countless young kids she’s inspired and the millions of stories she helped them imagine along the way,” said Krista Berger, Senior Vice President of Barbie and Global Head of Dolls. “For the past 65 years, Barbie has used her global platform to empower girls to dream big, explore their limitless potential, and direct their own narrative to shape their future. As we celebrate this milestone anniversary, we recognize over six decades of stories Barbie has helped write and the doll that continues to give everyone the opportunity to dream – and dream big.”

The Barbie brand is kicking off 65th-anniversary celebrations this March by:

  • HONORING GLOBAL STORYTELLERS USING THEIR PLATFORM FOR GOOD with one-of-a-kind role model dolls made in their likeness in celebration of International Women’s Day. Barbie will recognize women worldwide who embody the brand’s mission to inspire stories to shape the future. The global lineup includes:
  • Viola Davis (united States): Critically Revered Artist, Activist, Producer, Philanthropist, and Best-Selling Author – Viola Davis is an Oscar, Emmy, Tony, and Grammy winning actor. Her production company, JuVee Productions, focuses on giving a voice to the voiceless through impactful narratives defined by inclusion. Davis has partnered with multiple programs to eradicate childhood hunger in the United States.
  • Shania Twain (Canada): Global Superstar, Celebrated Songwriter, and Style Icon – As one of music and fashion’s most renowned trailblazers breaking down barriers for women in country music, Shania Twain is the top-selling female country pop artist of all time.
  • Dame Helen Mirren (United Kingdom): Acclaimed Actress and Advocate for Women’s Stories – Helen Mirren is one of the world’s best known and most respected actresses, along with being an advocate for embracing and celebrating self-expression, aging and fashion.
  • Kylie Minogue (Australia): Artist – As a superstar artist, Kylie Minogue’s glittering career has kept her firmly rooted in the present whilst defining and celebrating much of our collective past.
  • Maira Gomez (Brazil): Content Creator – Hailing from the indigenous community of the Tatuyo ethnic group in Amazonas, Maira Gomez aims to present the culture and traditions of her people to her nearly 7 million followers on social media.
  • Lila Avilés (Mexico): Director, Producer, and Screenwriter – Lila Avilés is an award-winning film producer, having won more than thirty international festivals and whose movies have a strong reception from international critics.
  • Nicole Fujita (Japan): Model – Nicole Fujita is a model and TV personality whose apparel brand will be opening its first retail store in March.
  • Enissa Amani (Germany): Comedian – Enissa Amani is a stand-up comedian and political activist using her voice to create and produce viral shows addressing racism issues in Germany.
  • Barbie is dedicated to showcasing more impactful stories and storytellers who can help inspire fans of all ages to craft their own narrative and unlock their limitless potential
  • EXPANDING OUR COMMITMENT TO RESHAPE HOW SOCIETY SUPPORTS GIRLS’ EMPOWERMENT by entering our third year of partnership with Inspiring Girls International in continued support of the Barbie Dream Gap Project. This includes:
    • Curating and delivering a year-long program focused on empowerment and growth for girls aged 12-14 across seven countries worldwide through transformational and engaging workshops. The custom program will help encourage girls to explore diverse career interests, develop leadership skills, and gain confidence. Furthermore, ongoing support and guidance from real-life mentors, including successful women leaders and Barbie role models, will underscore the message that “You Can be Anything”.
    • Helping to close the Dream Gap through over $2 million in donations, since inception in 2019, to like-minded non-profit organizations with the vehicles in place to reach girls, highlighting 250+ careers, and empowering 25 million kids and counting, all with the shared goal to create more opportunities for growth for girls on a global scale.
  • INTRODUCING AN ANNIVERSARY COLLECTION of products revisiting some of the most popular career dolls from Barbie’s impressive resume and introducing new celebratory and Fashionista dolls inspired by classic Barbie looks throughout her history.  The 65th anniversary collection includes:
    • The Barbie Career 65th Anniversary doll collection highlights three of the most popular careers held by Barbie since the doll’s creation including Farm Vet, Pop Star, and Astronaut.
    • A new signature, collectible offering inspired by the original 1959 Barbie doll, dressed in a classic couture gown featuring white and black stripes, celebrating the iconic black and white striped bathing suit.
    • 2024 Fashionistas dolls paying homage to Barbie fashion through the years by re-imagining iconic looks in modern day outfits. The new dolls are inspired by 65 years of style including the 1959 First Barbie, 1977 Superstar Barbie, 1985 Peaches ‘n’ Cream, and many more dolls.
    • Barbie Cuutopia Plush figures inspired by iconic Barbie looks. Fans can dive into the glamour with embroidery, textured details and voluminous hair that celebrates Barbie doll’s signature looks with trendy kawaii style.
    • UNO Canvas™ Barbie highlighting Barbie as a fashion icon, offering a premium collectible UNO deck designed with dolls and artwork.
    • Hot Wheels® Barbie 65th Anniversary Corvette C8.R made and styled in the Hot Wheels Premium tradition for ultimate collectability.
  • UNVEILING BARBIE-THEMED COLLABORATIONS with more than 40 brand partners across fashion, food, location-based entertainment, and publishing for fans to join in the Barbie celebration. Collaborations include:
    • 1-800-Flowers.com, 24 ORE Cultura, A Leading Role, Aldo, Alex and Ani, CHI, Cheryl’s Cookies, Da Bomb, DefineMe Creative Studio Cre, Dragon Glassware, Franco Mfg., Funko, Hallmark Cards, Inc., Homesick, Impala Skate, Impressions Vanity, Innovative Designs, Keds, Lionel Trains, Loungefly, Love Your Melon, MakeUp Eraser, Monogram International, Nettie, PersonalizationMall.com, Posh Peanut, Quarto, Random House, Roots, SmartSweets, Sprinkles, Ukonic, and Unique Vintage.
    • Barbie: The World Tour, a new illustrated book available March 19th, created by Barbie the Movie star/producer Margot Robbie and her stylist Andrew Mukamal with photography by Craig McDean and creative direction by Fabien Baron, in partnership with Rizzoli to capture the glamour and high style of the most popular doll in the world.
    • Barbie by Assouline, a luxury, 340-page coffee table book fabricated in silk Barbiecore pink, which explores the brand’s evolution, decade by decade, with fascinating facts, insights and never-before-seen imagery that opened the imagination for what a doll – and a woman – could be.
    • Stacy’s Pita Chips limited-edition specialty bags featuring a signature Barbie-pink metallic exterior, accompanied by a doll-size bag of chips. In celebration of female founders and International Women’s Day, Stacy’s Pita Chips will also support the Barbie Dream Gap Project with a $100,000 donation to Step Up to provide mentorship and programs for girls to define their ideal destination and get there – wherever that destination may be.
    • Experiences near you including Barbie: A Cultural Icon (US), Barbie Dream Lounge(MX), Barbie: The Exhibition (UK), Malibu Barbie Café (US), World of Barbie (US), and Barbie Bahamas Beach Vacation at Atlantis.
  • CELEBRATING AT RETAIL across the globe with in-store and online activation, including:
  • An Amazon Barbie 65th Brand Shop featuring Barbie-themed products including toys and apparel.
  • Target, featuring an exclusive “Write Your Legacy” Barbie-themed apparel and accessories capsule collection for girls 5 to 10, along with an assortment of Barbie-themed products across the store including featured items in toddler girls and juniors apparel. Find the collection of Barbie 65th Dolls in-store and on Target.com including an exclusive Barbie 65th Sapphire Doll.
  • Walmart, featuring exclusive product at Walmart.com in March, followed by  Barbie displays at Walmart locations across the country in May under the theme “65 Years of Inspiration, Dreams Made Here.” The collection will include new products across toy, apparel, accessories, sporting goods, and food and beverage. 

Barbie’s 65th anniversary year follows a milestone moment in the brand’s history with the 2023 release of the Barbie movie, created in partnership with Warner Bros. Pictures. Since its theatrical debut last July, the critically acclaimed, award-winning Barbie movie has shattered multiple box office records by becoming the highest-grossing film of 2023, the highest-grossing film ever for Warner Bros. Pictures, and the highest-grossing film by a female director, Greta Gerwig.

Following Barbie’s birthday on March 9th, the brand will continue to celebrate throughout the year, including addition partnerships across next 65 days, and further activities through the Fall. 

About Mattel
Mattel is a leading global toy company and owner of one of the strongest portfolios 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®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries 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 children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.

Review: ‘Black Barbie: A Documentary,’ starring Kitty Black Perkins, Stacey McBride-Irby and Beulah Mae Mitchell

November 24, 2023

by Carla Hay

A scene from “Black Barbie: A Documentary” (Photo courtesy of Netflix)

“Black Barbie: A Documentary”

Directed by Lagueria Davis

Culture Representation: The documentary film “Black Barbie: A Documentary” features a predominantly African American group of people (and some white people, Latin people, and Asians) discussing the history of black Barbie dolls and/or racial issues for Barbie dolls.

Culture Clash: There is an ongoing struggle for black Barbie dolls to not be perceived as inferior or less important than white Barbie dolls.

Culture Audience: “Black Barbie: A Documentary” will appeal primarily to people who are interested in watching a documentary about the intersection of Barbie dolls with African American history.

Stacey McBride-Irby, Kitty Black Perkins and Beulah Mae Mitchell in “Black Barbie: A Documentary” (Photo courtesy of Netflix)

“Black Barbie: A Documentary” is essential viewing not just for people who are interested in this often-overlooked part of Barbie doll history but also for people who aren’t fans of Barbie dolls but want to watch a fascinating pop culture documentary. The movie (which has a total running time of 100 minutes) packs in a lot of different layers that are mostly cohesive. The movie is fairly ambitious in how it puts certain things in a broader historical and sociological context, thereby avoiding being a formulaic Barbie doll documentary that would probably ignore these larger issues.

Directed by Lagueria Davis (who wrote and spoke the movie’s narration and is one of the movie’s producers), “Black Barbie: A Documentary” had its world premiere at the 2023 SXSW Film & TV Festival and has since made the rounds at numerous other festivals, including its New York premiere at the Urbanworld Festival. Davis has said in many interviews that it took her 12 years to make this documentary. It shows in the amount of meticulous research in “Black Barbie: A Documentary,” which makes everything easier to understand by including a timeline of events.

This not a documentary made by a “Barbie fangirl.” In fact, in her narration, Davis (who occasionally appears on screen in the movie) tells viewers from the beginning that in her childhood, she didn’t even like Barbie dolls and never had an interest in them. She says that what inspired her to make this documentary was hearing stories from her aunt Beulah Mae Mitchell, who was one of the first black employees for Mattel, the Barbie toy manufacturing company, where Mitchell worked from 1955 to 1999.

The first Barbie doll, which went on sale to the mass market in 1959, was invented by Mattel co-founder Ruth Handler and was inspired by Ruth’s real-life daughter Barbara. Barbie dolls became a hit because they were not the type of shapeless woman dolls that were usually being sold at the time but were dolls designed to emulate the curves and contours of a fully developed woman. The first black Barbie doll went on sale in 1968, at the height of the Black Power movement.

Mitchell was mostly a receptionist throughout her career at Mattel, but she was privy to a lot of insider information that she shares in the documentary. Mitchell also kept many valuable mementos and memorabilia from her time with Mattel, some of which is shown in this documentary and would be right at home in a Barbie museum. In “Black Barbie: A Documentary,” Mitchell describes Ruth Handler as a kind and generous boss who always asked for feedback from employees on how to improve the company. Nevertheless, for years, Mattel had a blind spot or resistance to the idea of Mattel making Barbie dolls that were any race other than white.

Mitchell says part of that resistance came from cultural conditioning at the time in the United States, when it was more acceptable to “erase” people of color from representation in many areas of life where people of color existed. The image manufactured for Barbie at the time and which still exists today is that Barbie leads a life of glamour and privilege, which are often out of reach for people who are treated as being on the margins of society.

In the documentary, Mitchell comments: “My mother loved dolls. I loved dolls. I loved fashion.” Mitchell remembers that she was growing up, she was so used to seeing only white dolls being sold as the “pretty dolls,” that “it didn’t occur to me” that dolls that weren’t white could be included as “pretty dolls” too. She remembers the usual black dolls that were around in her childhood were the Aunt Jemima dolls that were considered frumpy and unattractive.

The reasons why the first black Barbie wasn’t introduced until 1968 had as much to do with race as economics. There was deep skepticism that there would be enough demand for black Barbie dolls to make the dolls a profitable investment for Mattel. The underlying doubt was that although black people might buy black Barbie dolls, what about white people, the majority race that was buying Barbie dolls?

“Black Barbie: A Documentary” briefly goes off on an interesting but necessary tangent by mentioning the famous Clark doll tests of 1947, as an example of how dolls can often influence how young people think of racial differences. Psychologist spouses Mamie Clark and Kenneth Clark conducted tests with white and black children by giving them a choice between choosing a white baby doll or black baby doll. The children almost always chose the white dolls, thereby showing how white supremacist racism can be internalized from a very young age.

These test results were used successfully in arguments in favor of making racial segregation illegal in U.S. public education in the 1954 landmark U.S. Supreme Court case Brown v. Board of Education. However, legislating racial justice in public education is one thing. Trying to do that in the business world is another thing.

As is often the case when white-owned corporate companies exclude representation of races that aren’t white, the excluded races create their own businesses. “Black Barbie: The Documentary” admirably mentions the importance of Shindana Toys, a co-op company that was the first major manufacturer of black dolls and became very successful at it. Shindana Toys, which was in business from 1968 to 1983, was a division of Operation Bootstrap Inc.

Mattel noticed the success of Shindana and saw that there was a viable economic demand to make Barbie dolls more racially inclusive. And so, the first black Barbie doll was launched in 1968. Her name was Christie, who was marketed as a friend of Barbie’s. In 1969, another black Barbie doll named Julia was introduced. Julia was inspired by Diahann Carroll’s title character in the TV comedy series “Julia,” where Carroll starred as a young widowed mother who is a nurse.

Eventually, Mattel responded to requests from consumers to make people of color dolls not just as sidekick friends to Barbie but as dolls named Barbie. Kitty Black Perkins was the designer of Mattel’s first black doll named Barbie, which was introduced in 1979 and went on sale in 1980. Black Perkins, who worked at Mattel from 1976 to 2003, is considered the most influential person at Mattel in creating a wider range of black Barbie dolls.

Black Perkins’ interviews in the documentary are among the most insightful. She mentions that a child psychologist was brough in by Mattel to assess her work when designing Mattel’s first black doll named Barbie. Black Perkins says that psychologist backed off when it was obvious that Black Perkins, as an African American, knew better than the psychologist on what should be done in creating a black Barbie doll. She also says that Mattel gave very little promotion to the first black Barbie doll that she designed.

Black Perkins mentored Stacey McBride-Irby, a Mattel designer who continued Black Perkins’ legacy in creating new black Barbie dolls, when McBride-Irby worked for Mattel from 1996 to 2011. One of the documentary’s highlights is showing Mitchell, Black Perkins and McBride-Irby—three generations of black women who have long histories with Mattel’s Barbie dolls—sitting down together for a talk. Their conversation doesn’t look forced or contrived. It’s a joy to watch. McBride-Irby mentions that her own daughter was an influence in many of McBride Irby’s design decisions for black Barbie dolls.

“Black Barbie: A Documentary” also has the expected array of talking head interviews with Barbie doll collectors, historians, entertainers, cultural experts and former Mattel employees. The movie acknowledges that Mattel has come a long way in diversifying Barbie dolls. However, the documentary also points out that there could be more progress in how Mattel’s “Barbie” animated movies still push the idea that the only Barbie who deserves the most attention has to be a white female who is thin, blonde and pretty.

For example, even though the “Barbie” animated movies have introduced a black Barbie named Brooklyn Barbie as a friend counterpart to white Malibu Barbie, the storylines often still presents Brooklyn Barbie as a sidekick, not the main star of the story. Malibu Barbie is still at the center of the marketing campaigns for these movies. If racism is mentioned in the “Barbie” animated movies, Malibu Barbie does most of the talking about it.

Mason Williams—Mattel’s senior director of diversity, equity, and inclusion—is interviewed in the documentary. He looks visibly uncomfortable in the documentary when he’s confronted with criticism that Mattel’s “Barbie” animated movies still don’t show racial equality among the Barbies. Williams gives a tepid response by saying that these changes take time and won’t happen overnight.

One of the best parts of “Black Barbie: A Documentary” is in the last third of the movie, when it goes beyond just talking head interviews and shows a series of focus groups with children (about 7 to 12 years old, male and female and of diverse races) to discuss what they think when they are presented with various Barbie dolls and are asked questions about these dolls. Yeshiva Davis (a therapist whose specialty is family and marriage) is the leader of these focus groups.

The results of these focus groups are revealing about children’s attitudes about race relations and perceptions of physical attractiveness, as well as how these attitudes affect their judgments of others and themselves. The children’s answers are sometimes funny and sometimes sad but always come across as very unfiltered and honest. Davis is then shown discussing the results of these focus groups with various educators and cultural historians, who comment on the children’s answers.

Perhaps that is the greatest takeaway of “Black Barbie: A Documentary”: It’s not about which black Barbie dolls are bestsellers for Mattel. It’s about how Barbie dolls, like them or not, have a great deal of influence on how people (especially impressionable children) can view the world.

Netflix will premiere “Black Barbie: A Documentary” in 2024, on a date to be announced.

Mattel Adventure Park set for 2024 opening featuring first-of-its-kind Hot Wheels Bone Shaker Rollercoaster

August 7, 2023

(Image courtesy of Mattel)

The following is a press release from Mattel:

Pulse-pounding Hot Wheels rollercoasters and a life-size Barbie Beach House™ are just a few of the attractions underway at Mattel Adventure Park™, which will become Arizona’s first fully themed indoor/outdoor amusement park upon opening in 2024.

Set to open just south of State Farm Stadium in Glendale at VAI Resort, Mattel Adventure Park will welcome guests 365 days a year, serving as a year-round Arizona entertainment destination showcasing the full spectrum of the iconic toymaker’s expansive portfolio of brands. The uniquely designed, massive, 9-acre park combines inspiration from Mattel, Epic Resort Destinations, and other industry-leading partners in amusements and entertainment. Substantially indoors, the park’s attractions load and unload inside a fully air-conditioned space, making the park a comfortable, family-friendly destination at any time of year.

Mattel Adventure Park includes two fully themed Hot Wheels rollercoasters – Hot Wheels Bone Shaker™: The Ultimate Ride and the Hot Wheels Twin Mill™ Racer. Designed to delight kids and adults of all ages, the Hot Wheels Bone Shaker themed ride will be the first-ever family coaster to feature the famous hot rod’s skull design that climbs 84 feet in the air, while the double-looping Hot Wheels Twin Mill Racer guarantees a serious adrenaline boost for guests seeking an even higher-octane experience. The Hot Wheels Twin Mill Racer features a double loop and two corkscrews, qualifying it as the first coaster of its kind in Arizona.

“Mattel Adventure Park is an amazing opportunity to bring our beloved brands to life,” said Julie Freeland, Senior Director of Global Location Based Entertainment at Mattel. “Construction is underway and substantial progress has been made on what will give fans of all ages a day of thrills and nostalgia. We’re especially excited for families to experience the Hot Wheels Bone Shaker rollercoaster – a dream come true for any Hot Wheels fan.”

(Image courtesy of Mattel)

“Mattel Adventure Park features a unique and strategic year-round indoor/outdoor design providing acres of air-conditioned space to ensure a cool guest experience all summer long here in the heat of Arizona,” said Mark Cornell, President at Epic Resort Destinations. “Our Attractions Development team are simply redefining the entertainment channel by bringing Mattel’s powerhouse, evergreen brands to life like never before.  This hand-picked, gifted team continues to find truly innovative ways to create pioneering attractions that are certain to bring continuous fun for the whole family.”

While these and other Hot Wheels-themed attractions promise full-throttle fun for race enthusiasts of all ages, there is also plenty in store for park guests from other favorite Mattel brands, including:

  • Thomas & Friends: World of Sodor™, featuring seven family-friendly experiential attractions and rides including dedicated indoor play space for little adventurers.
  • A full-scale Barbie Beach House where Barbie fans can get a closer look inside Barbie’s iconic closet in the Barbie Dream Closet Experience™, which uses hologram technology to bring Barbie to life before guests’ eyes. The attraction also includes a rooftop bar and restaurant that hosts expansive views of the property.
  • Masters of the Universe™ fans can fight for Eternia in a massive, 4,500 square-foot laser tag arena in the likeness of the iconic Castle Grayskull fortress.
  • A mini golf experience featuring nine holes inspired by Magic 8 Ball™, Pictionary™ and other beloved Mattel games, as well as a larger-than-life custom climb UNO™ structure that delivers nostalgia and adventure for all ages.

“Watching the excitement build as these mega attractions are being installed in Glendale has been tremendous, and we promise, you’ve never seen a park quite like this one,” continued Cornell. “Stay tuned for 2024 opening updates, and check out our live construction cam for a sneak peek at a few of our rollercoasters that all load in a cool air-conditioned space. You can actually see the Bone Shaker family rollercoaster lift climb through the roof, peaking at a height of 84 feet for a ride of a lifetime!”

Be the first to see a sneak peek of Hot Wheels Bone Shaker: The Ultimate Ride roller coaster up close and personal only at Hot Wheels Monster Trucks Live Glow Party™ at Desert Diamond Arena August 19 and 20!

Stay up to date with all the happenings at Mattel Adventure Park by following their social channels: @matteladventureparkaz on Instagram

For more information about Mattel Adventure Park, visit MattelAdventurePark.com.

About Epic Resort Destinations

EPIC is a resort destinations developer specializing in Intellectual Property driven resorts and location-based entertainment. We are guest obsessed and, on a mission, to create, develop, and operate world-class destinations and attractions that are extraordinary, safe, and fun places where epic memories are created and shared. Our unique blend of family-friendly fun is created by combining time-proven “wind in your face” themed rides, globally iconic brands with multigenerational emotional resonance, and immersive theatrical experiences featuring original media content. 

About Mattel

Mattel is a leading global toy company 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®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries 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 children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.   

Review: ‘Barbie’ (2023), starring Margot Robbie, Ryan Gosling, America Ferrera, Kate McKinnon, Issa Rae, Rhea Perlman and Will Ferrell

July 19, 2023

by Carla Hay

Emma Mackey, Simu Liu, Margot Robbie, Ryan Gosling and Kingsley Ben-Adir in “Barbie” (Photo courtesy of Warner Bros. Pictures)

“Barbie” (2023)

Directed by Greta Gerwig

Culture Representation: Taking place in Barbie Land and in “the real world” in the United States, the comedy film “Barbie” features a predominantly white cast of characters (with some African Americans, Latinos and Asians) portraying Barbie dolls and human beings.

Culture Clash: Barbie and Ken, who are two of Mattel’s most famous dolls, leave Barbie Land to venture out into the real world, and they encounter humans who have various reactions.

Culture Audience: “Barbie” will appeal primarily to people who are fans of the Barbie brand and campy comedies that have pointed observations about society and feminism.

Ana Cruz Kayne, Sharon Rooney, Alexandra Shipp, Margot Robbie, Hari Nef and Emma Mackey in “Barbie” (Photo courtesy of Warner Bros. Pictures)

Despite a few parts of the screenplay being clumsy and meandering, “Barbie” is a nearly pitch-perfect comedy in its blend of satire and social commentary. The production design, costume design and casting are impeccable. The musical numbers are a bonus. If you like pop-culture-drenched comedies that can appeal to many generations (but adults will understand most of the jokes), then “Barbie” is the type of movie for you.

Directed by Greta Gerwig (who co-wrote the “Barbie” screenplay with Noah Baumbach), “Barbie” is candy-hued madcap adventure that sometimes gets overstuffed and unfocused in what it’s trying to say. It’s an occasionally bumpy ride that’s still worth the journey, but it’s best appreciated by people who are attuned to the impact that Mattel’s Barbie dolls have had on the perception of “feminine ideals.” People’s views of the “Barbie” movie will likely be affected by their views of Barbie dolls.

Barbie dolls (and what they represent) have been loved, hated, and somewhere in between by countless numbers of people, ever since the first Barbie dolls were sold in 1959. Within the Barbie toy brand are dolls with other names, but the Barbie doll name is iconic for various reasons. Barbie having a woman’s body and an entire imaginary world built around her have become part of Barbie’s image of being a “superstar” doll.

The “Barbie” movie acknowledges this impact from its opening scene, where voiceover narrator Helen Mirren is heard saying, “Since the existence of time, there have been dolls—baby dolls.” It’s a spoof of the opening scene from the 1968 sci-fi classic “2001: A Space Odyssey.” The “Barbie” movie then shows girls playing on a beach with baby dolls until a giant Barbie (played by Margot Robbie) suddenly appears on the beach, in a one-piece, black-and-white-striped swimsuit, like a doll version of Godzilla. The girls on the beach quickly smash and abandon their baby dolls and are in awe of Barbie.

Over the years, Mattel has presented Barbie as different races, occupations and body sizes, in order to deflect criticism that Barbie is not diverse. The “Barbie” movie does the same thing too. It also pokes fun at the stereotype that the “ideal” Barbie is supposed to be thin, blonde and pretty, by naming its protagonist Stereotypical Barbie (played by Robbie, one of the producers of the movie) and having her do a lot of stereotypical things that an eternally cheerfully doll would do. Barbie lives in fantastical world called Barbie Land, where the majority of everything is in pink, and parties often feature well-choreographed song-and-dance numbers.

But then, this Barbie begins to see signs that she’s not as “perfect” as she thought she was. Barbie starts to have dark thoughts about death. Her feet—which are supposed to be in permanent “tip-toe” mode so she can easily slip into high heels—suddenly become flat fleet, much to the horror of the other Barbies in Barbie Land. The movie’s other Barbies who have prominent speaking roles are portrayed by Issa Rae (the president of Barbie Land), Hari Nef, Emma Mackey, Alexandra Shipp, Sharon Rooney, Ana Cruz Kayne, Ritu Arya, Dua Lipa and Nicola Coughlin.

In the “Barbie” movie, Stereotypical Barbie has a possible love interest named Ken (played by Ryan Gosling), just like Mattel has a Ken doll that’s supposed to be Barbie’s love interest. In the movie, there are also various Kens of different races and body sizes. The ones with prominent speaking roles are portrayed by Simu Liu, Kingsley Ben-Adir, Scott Evans, Ncuti Gatwa and John Cena. (Cena’s appearance in the movie is very brief: no more than two minutes.)

More often than not, the Barbies in Barbie Land co-exist peacefully with each other and the Kens and are in perpetual supportive “girl power” mindsets. The Kens in Barbie Land aren’t as friendly with each other, because they are often competing for the attention of the Barbies. Gosling and Liu portray the Kens who have the biggest rivalries with each other. It’s the movie’s way of saying that competitive male egos will always exist, even in so-called utopias. (After all, history has shown which gender is more likely to start wars on Earth.)

One male who’s not named Ken in Barbie Land is Allan (played by Michael Cera), who represents every sad-sack beta male who’s treated like an outcast misfit. Allan is not considered “cool” enough to be a close friend of the Kens in Barbie Land. And he’s not considered “attractive” enough to be swooned over by the Barbies in Barbie Land, although the Barbies treat Allan better than the Kens do.

The Barbies have their own outcast misfit: Weird Barbie (played by Kate McKinnon), a disheveled doll who was played with too hard by whoever used to own her. Weird Barbie is a moody, sarcastic nonconformist who prefers the real world over Barbie Land. Almost all of the Barbies in Barbie Land have no idea what the real world is about, but they have a vague concept that it’s an undesirable place.

Weird Barbie has some of the best lines in the movie. There’s a scene that has some snarky commentary about how Mattel makes all Barbie and Ken dolls with genital areas that are not explicitly detailed. Weird Barbie quips in this scene about the Ken character played by Gosling: “I’d to see what kind of nude blob he’s packing under those jeans.” There’s also a joke about discontinued Barbie dolls, including Midge (played by Emerald Fennell), who was controversial because she was pregnant.

The Ken played by Gosling is frustrated because he wants to have sleepovers at Stereotypical Barbie’s place. Stereotypical Barbie doesn’t think about sex and only wants to have female-only slumber parties, so Ken is always rejected when he asks Barbie to spend the night at her home. As Barbie tells Ken about her sleepover rules: “Every night is girls’ night.”

Stereotypical Barbie grows increasingly disturbed by signs that she’s turning into a different Barbie. In addition to having flat feet, Barbie also shows signs that she’s becoming klutsy, insecure and no longer “perfect.” Through a series of events, Stereotypical Barbie finds out from Weird Barbie that someone in the real world has been planning a Barbie with “irrepressible thoughts of death” and other non-Barbie-like characteristics that Stereotypical Barbie has been experiencing.

And so, to solve this mystery and to find the person who’s been messing with her “perfect” life, Barbie decides to go to the real world, right to the place where she was made: Mattel headquarters in the Los Angeles area. Because she’s a master traveler, she goes by land, air and sea in a quick montage. Barbie starts her journey on a road trip, and she’s surprised to find Ken has hidden in the back of her car, because he wants to go to the real world too.

The Mattel executives are an all-male team led by an unnamed CEO (played by Will Ferrell), who has more ego posturing and bluster than he has intelligence. His team consists of a bunch of “yes men,” except for a junior executive named Aaron Dinkins (played by Connor Swindells), who dares to be an independent thinker. The CEO is predictably a bumbling oaf.

Meanwhile, another Mattel employee named Gloria (played by America Ferrera) and her daughter Sasha (played Arianna Greenblatt), who’s about 12 or 13 years old, are big parts of the story. Sasha is a pouty adolescent who’s angry that her mother left her father, for reasons that aren’t fully explained in the movie. Sasha and her female friends hate Barbie dolls and aren’t afraid to say so.

“Barbie” director/co-writer Gerwig is an outspoken feminist, so it should come as no surprise that the movie has a lot of satire about misogyny, patriarchy and how people are treated or perceived a certain way because of gender and physical appearances. The female characters aren’t excused for terrible actions, since “Barbie” also lampoons “mean girls” who are bullies and snobs. “Barbie” is not a male-bashing film, but it does point out the privileges men often get just for being men. One of the funniest parts of the movie is when Ken discovers that the real world is the opposite of Barbie Land, such as men have most of the power in the real world.

“Barbie” stumbles a bit in the backstory for Gloria and Sasha. It could have been a better-developed part of the screenplay, because Gloria and Sasha just seem kind of thrown into the movie without viewers really getting much of a chance to know them before Gloria and Sasha become a big part of the story. The movie also doesn’t do enough with Barbie’s and Ken’s “real world” interactions with adults who don’t work for Mattel.

There’s a very children’s movie-type subplot about the Mattel CEO wanting to capture Barbie and Ken, in order to put both of these life-sized dolls back in their boxes. During a chase sequence through Mattel headquarters, Barbie finds refuge in a kitchen, where she meets an elderly woman named Ruth (played by Rhea Perlman), who shows up again later in a hilarious scene.

Robbie and Gosling are a very good comedic team in “Barbie,” with both playing their respective roles in an effectively funny tongue-in-cheek style. Robbie’s Barbie is naïve but resourceful and a quick learner. Gosling’s Ken proves that he’s not just a mindless “himbo” and he has very thoughtful side. McKinnon (whose Weird Barbie deadpan delivery is very amusing) is a true standout among the “Barbie” cast, but she isn’t in the movie as much as many people think she should have been.

Ferrell, who has played pompous jerks in many other comedies, doesn’t do anything new in “Barbie,” but people who like to see him in this type of role will find his performance to be what’s expected. Ferrera and Greenblatt give believable performances as a mother and a daughter working through their own issues. Ferrera’s Gloria character has had an interesting life that is only hinted at in the movie, especially when she gives a dramatic monologue at one point in the story. The rest of the “Barbie” cast members give serviceable performances.

The soundtrack music of “Barbie” has some predictable selections, including Cyndi Lauper’s “Girls Just Wanna Have Fun,” Spice Girls’ “Spice Up Your Life” and Lizzo’s “Pink.” Barbie has a personal theme song during her “real world” journey: Indigo Girls’ “Closer to Fine,” while Ken’s personal theme song after he discovers patriarchy is Matchbox Twenty’s “Push.” “Closer to Fine” and “Push” are inspired choices for the soundtrack, which includes “Barbie” co-star Lipa’s “Dance the Night,” Gosling’s “I’m Just Ken” and Billie Eilish’s “What Was I Made For?” Also on the soundtrack: Nicki Minaj and Ice Spice have a duet cover version of Aqua’s “Barbie Girl.”

Making a live-action “Barbie” movie is so much harder than it sounds. You can’t alienate the die-hard Barbie fans, but you can’t make it so sickeningly sweet that it will turn off people who have no interest in buying Barbie dolls. There’s some product placement in “Barbie,” but it isn’t aggressively obnoxious, like some product placement is in many other major studio movies. The “Barbie” movie is a lot like a Barbie doll: Some people will find it to be disposable entertainment, while others will be hooked and will become devoted fans.

Warner Bros. Pictures will release “Barbie” in U.S. cinemas on July 21, 2023.

Barbie Dolls 2019: Take a look at Mattel’s new Barbies debuting this year

(Image courtesy of Mattel)

2019 Barbie 60th Anniversary Role Model Dolls (Photo courtesy of Mattel)

The year 2019 is the 60th anniversary of the Barbie doll. Here’s a look at the new Barbie dolls that Mattel is introducing this year. They include the first Barbie dolls with physical challenges: a Barbie doll in a wheelchair and a Barbie doll with a prosthetic leg. They are part of the Barbie Fashionistas collection. Another landmark for Barbie is the David Bowie Barbie, which is the first time that a female Barbie doll has adopted the persona of a male celebrity. (This gallery will be updated as new dolls are added.)

(All photos courtesy of Mattel)

Mattel announces licensing deal with Sanrio that includes Hello Kitty and other brands

June 4, 2019

Hello Kitty Store
Hello Kitty Store (Photo courtesy of Universal Studios Hollywood)

The following is a press release from Mattel:

Mattel, Inc. (Nasdaq: MAT) today announced an international licensing agreement with Sanrio, Inc. Through this new partnership, Mattel will design and develop a wide array of toys, dolls, playsets, games, puzzles, baby gear, plush, vehicles and other products inspired by Hello Kitty & Friends and Hello Kitty Cafe, as well as a range of characters in the Sanrio portfolio – including Hello Kitty, Keroppi, Chococat, Badtz-Maru, Little Twin Stars, Tuxedosam, Pompompurin, My Melody, Hangyodon, and Pochacco, among others. The toy lines and games will available in North America, Europe, Latin America, Australia and New Zealand beginning Fall 2020.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190604005409/en/

“We’re excited to bring the Supercute world of Sanrio to life through toys that will allow for fans of all ages to experience Hello Kitty and Sanrio Friends in new ways,” said Janet Hsu, Chief Franchise Management Officer of Mattel. “This relationship is another example of Mattel’s commitment to collaborate with globally-recognized franchises as part of our transformation into an IP-driven, high-performing toy company.”

“Mattel is the perfect partner to align with our mission to evolve the brand and connect with Sanrio fans worldwide,” said Craig Takiguchi, COO of Sanrio. “Their global reach and creative approach to product development and storytelling is like no other. I am confident that together we will transform our toy business in a unique way that will resonate with generations of Sanrio fans.”

About Mattel

Mattel is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and MEGA®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at www.mattel.com.

About Sanrio®

Sanrio is the global lifestyle brand best known for pop icon Hello Kitty®, and home to many other beloved character brands including Chococat™, My Melody™, Badtz-Maru™, Keroppi™, Gudetama™ and Aggretsuko™. Sanrio was founded on the ‘small gift, big smile®’ philosophy – that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration to offer quality products, services and activities that inspire unique consumer experiences across the world. Today, Sanrio’s legendary breadth of products are available in over 130 countries and in retail locations including department, specialty, national chain retailers and Sanrio boutique stores. To learn more about Sanrio, please visit www.sanrio.com and follow on Facebook, Instagram and Twitter.

Mattel launches interactive family entertainment centers featuring Barbie, Hot Wheels, Mega Construx

May 2, 2019

2019 Barbie Role Models (Photo courtesy of Mattel)

Hot Wheels
(Photo courtesy of Mattel)

The following is a press release from Mattel:

Mattel, Inc. (NASDAQ: MAT) announced plans to create the first multi-branded family entertainment centers featuring Barbie® and Hot Wheels®, with a global roll-out beginning in 2020. The centers, featuring immersive, hands-on play and entertainment experiences, will bring Mattel’s iconic brands to life by combining physical and digital play. Experiences, including content and attractions, will be geared toward families with children ages four to ten.

The first of these Mattel-branded family entertainment centers is a 25,000-square foot space set to open in Spring 2020 in Toronto. The centers, to be created in partnership with iP2Entertainment, a leading provider of out-of-home experiential entertainment destinations, will feature distinctly themed areas for Barbie, Hot Wheels and Mega Construx®. Each themed area will offer a range of unique and creative play possibilities for kids and families that will:

  • Reaffirm that girls can be anything they want as they explore a magical Barbie mini-world filled with near limitless possibilities. This experience draws on the brand’s mission to support 21st century learning skills through play – specifically creativity, communication and collaboration
  • Ignite kids’ challenger spirit by putting them in the driver’s seat for experiential activities –including customizing their own Hot Wheels car, designing their race track and creating custom rides they can experience on a massive racing simulator
  • Challenge kids and families to design, build and test their construction skills in the ultimate Mega Construx building scenarios

In addition to these brand-themed areas, the centers will offer events such as family game night, experiential retail and high-quality food and beverage options.

“The family entertainment centers will extend the emotional connection of our brands with kids and allow Mattel to continue to bring wonder and imagination to families,” said Janet Hsu, Chief Franchise Management Officer, Mattel. “The family entertainment centers offer a powerful combination of physical and digital play that give kids the chance to interact with Barbie, Hot Wheels and Mega Construx through live events and experiences, gaming and content.”

Roger Houben, CEO, iP2Entertainment, said: “Our partnership with Mattel reimagines the indoor entertainment center experience, which, until now, has seen limited innovation for nearly four decades. Together, we’ll create brand new physical and digital play-based experiences for kids that will get them moving and engaged in ways that no small screen device could.”

About Mattel

Mattel is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and MEGA®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at
www.mattel.com.

Mattel introduces Barbie Career 60th Anniversary doll collection

March 6, 2019

Barbie Career 60th Anniversary Collection.
Barbie Career 60th Anniversary Collection. Pictured from left to right: Maya Gabiera, Surfer, Brazil; Naomi Osaka, Tennis Player, Japan; Kristina Vogel, Cycling Champion, Germany; Tessa Virtue, Ice Skater, Canada; Yara Shahidi, Actress, United States; Adwoa Aboah, Activist and Model, United Kingdom; Dipa Karmakar, Artistic Gymnast, India; Chen Man, Photographer, China; Ita Buttrose, Journalist, Australia. (Photo courtesy of Mattel)

The following is a press release from Mattel:

Mattel, Inc. kicks off worldwide celebrations to mark the 60th anniversary of Barbie, the number one fashion doll in the world designed to inspire the limitless potential in every girl.

In its 60th year, the Barbie brand is honoring the largest lineup of global female role models and taking the next step to close the Dream Gap by donating to fund like-minded organizations aimed at leveling the playing field for girls through the Mattel Children’s Foundation. Research** has shown that starting at age five, girls start doubting their potential, this is the Dream Gap.

“For 60 years, Barbie has championed girls, inspired generations to believe through make believe and showed them that they have choices. With more than 200 careers, six runs for president and a trip to the moon before Neil Armstrong, Barbie continues to evolve to be a modern, relevant role model for all ages,” said Lisa McKnight, General Manager and Senior Vice President, Barbie.  “The Barbie brand believes girls should never know a world, job, or dream women haven’t conquered. Through our global platform, we are igniting a movement to help close the Dream Gap and further establish Barbie as the ultimate girl empowerment brand.”

The brand is celebrating and inspiring girls around the world in its 60th year by:

  • CELEBRATING ROLE MODELS TO INSPIRE THE NEXT GENERATION by shining a light on women who are breaking boundaries in a variety of diverse career fields.
    • Barbie will honor more than 20 women across multiple countries and continents ranging from 19 to 85 years old and speaking 13 languages.
    • This is the largest and most diverse lineup of women honored to date by Barbie and a continuation of the “Shero” program launched in 2015.
    • These women are gifted a one-of-a-kind doll made in their likeness, the highest honor from the Barbie brand.
    • Around the world, Barbie is honoring role models including actress and activist, Yara Shahidi, tennis star, Naomi Osaka, activist and model, Adwoa Aboah, and many more.
  • LAUNCHING THE BARBIE DREAM GAP PROJECT FUND by dedicating resources to like-minded organizations in support of closing the Dream Gap and leveling the playing field for girls.
    • Barbie will donate one dollar from every doll sold* in the United States up to $250,000. The funds will be managed through the Mattel Children’s Foundation, the company’s social impact arm.
    • Follow @barbie during the 60th celebrations and join the conversation to help close the Dream Gap and inspire a girl in your life by using #Barbie60 #YouCanBeAnything.
    • This initiative builds on theBarbie Dream Gap Project announced last year, the brand’s ongoing global initiative to raise awareness around limiting factors that prevent girls from reaching their full potential
  • LEVERAGING BARBIE AS A ROLE MODEL and connecting with fans through inspiring content that is purpose-driven at the core, while entertaining and fun.
    • As the #1 girls brand on YouTube, Barbie has a powerful platform to showcase teachable moments and is launching a new vlog on March 7 called “Finding Your Voice.”
    • For the month of March, Barbie Vlogger becomes an editor on the YouTube Kids app with a curated playlist of inspiring videos. Barbie Vlogger was given this honor because she has become a top girl influencer on YouTube with more than 108 million views.
  • HOSTING INSPIRING EVENTS FOR GIRLS AROUND THE WORLD and inviting fans everywhere to celebrate Barbie, a global cultural icon. To find an experience near you, please visit www.Barbie.com/60.
    • An immersive Barbie pop-up experience in New York City to celebrate the brand’s past, present and future on March 9. Equal parts fashion tribute and art installation, fans of all ages can celebrate the icon.
    • The Barbie “Be Anything” Tour will kick-off in Bentonville, Ark. with GRAMMY-nominated, country music star Kelsea Ballerini on March 9 and 10. It will run through October and stop at 36 participating U.S. Walmart locations. At each stop, girls can hear about a role model’s journey, enter for a chance to win up to $20,000 to make their dreams come true and enjoy other fun and interactive experiences for the whole family.
    • “Barbie Presented by Amazon” pop-up stores are in five major markets across the U.S. based on Amazon’s innovative physical retail model. Fans are treated to an immersive Barbie experience through April 2.
    • In-store activations in various participating U.S. Target locations throughout the country on March 9 that will feature the “What Will You Be” exclusive Barbie-themed apparel and accessories line for girls ages 5 to 10.
    • Celebrating female empowerment with a visual message at landmarks across the world including New York’s Empire State Building, TOKYO SKYTREE®, Toronto’s CN Tower and Sydney’s Bondi Beach.
  • INTRODUCING COMMEMORATIVE PRODUCT encouraging girls to dream. From princess to president, astronaut to zoologist, there isn’t a plastic ceiling Barbie has not broken.
    • Barbie Career 60th Anniversary doll collection celebrates six careers that have been in the Barbie line from the beginning and are still areas that are underrepresented by women, including astronaut, pilot, athlete, journalist, politician and firefighter.
    • Barbie 60th Anniversary and Proudly Pink Barbie dolls pay homage to Barbie’s heritage with stunning design to celebrate 60 years of fashion.
    • The brand is collaborating with partners across multiple categories including apparel, publishing, food, beauty, travel and more to celebrate the milestone.

Visit barbiemedia.com for more information, images and video footage of the brand. Follow @barbie and @barbiestyle on social media and join in the celebration using #Barbie60 and #YouCanBeAnything.

*For every Barbie doll purchased in the U.S. between 3/6/19 and 3/11/19, Mattel will donate $1.00 to the Barbie Dream Gap Project Fund (part of the Mattel Children’s Foundation) – up to a maximum total donation of $250,000. Offer is void in AL, AR, CT, HI, IL, MA, MS, NH, NJ, NY, SC and UT.  No portion of the purchase is tax deductible.

**Study conducted by researchers at New York University, the University of Illinois and Princeton University.

About Mattel

Mattel is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and Mega®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at www.mattel.com.

Fisher Price relaunches Rescue Heroes brand of toys

February 15, 2019

Fisher-Price Rescue Heroes
Fisher-Price Rescue Heroes (Photo courtesy of Mattel)

The following is a press release from Mattel:

Fisher-Price®, the leading global brand for infants and preschoolers, will re-launch Rescue Heroes®, a preschool toy line featuring action figures that honor real life heroes who work together to combat disasters whenever or wherever they happen. Through play, the Rescue Heroes toy line aims to stimulate children’s imagination and sense of adventure without involving violence. The product line will be available exclusively at Walmart stores nationwide and at Walmart.com beginning this summer.

Fisher-Price and Walmart are teaming up to bring Rescue Heroes to families and give parents and children a preschool-friendly way to engage in meaningful conversation about the heroism displayed in the world around us such as from first responders. In today’s world, it is hard to turn on the news without hearing about a manmade or natural disaster; from the California Camp Fires to a tsunami in Southeast Asia, these disasters are difficult topics to address with kids. As a way to engage and empower families, Fisher-Price is hosting an exciting Rescue Heroes parking lot event this summer at Walmart stores across the nation to give kids an opportunity to physically engage with fire trucks and police cars with the goal of getting familiar with how they work and the purpose they serve.

“We’re excited to be the exclusive retailer for the Rescue Heroes toy line that carries such a powerful and important message,” said Anne Marie Kehoe, vice president of toys at Walmart. “We hope that through localized parking lot events, we are helping guide young families in teaching their children about deserving heroes and how they too can help their community.”

“As Fisher-Price looks to reinforce its position in helping parents of kids zero to five years old, Rescue Heroes is a great example of a unique offering that works to provide greater purpose to play,” said Chuck Scothon, SVP of Fisher-Price and Global Head of Infant Pre-School. “Rescue Heroes for us serves to recognize and honor everyday heroes, from first responders to young children who perform incredible, noble acts. It’s a departure from action figures built around good versus evil storytelling, providing mom an alternative she can feel good about,” said Scothon.

This year, Rescue Heroes and Fisher-Price are teaming up with Joe Torrillo, a former Fire Department New York (FDNY) Firefighter and honoring his service with his own one-of-a-kind Rescue Heroes action figure. Joe was on his way to a FDNY Rescue Heroes launch on September 11, 2001, when he stopped to jump into action at the World Trade Center and ultimately survived being buried alive by both collapses. Today, Joe remains an inspirational figure who embraces everything a true hero stands for.

“As a former member of the FDNY, Rescue Heroes and the message they send to kids, hits very close to home. I am thrilled that Fisher-Price is re-launching this inspirational toy line and honored to be receiving my very own action figure,” stated Joe Torrillo, former FDNY Firefighter.

Beginning in April, a suite of digital content, including animated episodes, will roll out across YouTube Kids and Fisher-Price platforms to further stimulate a child’s sense of adventure through Rescue Heroes content.  “Kid Heroes” content will highlight kids across the country who are heroes in their communities, including nationally recognized “kid hero” Roman McConn. Roman is a 7-year-old Texan who channeled his love for animals into a philanthropic venture, Project Freedom Ride, to help animals in shelters find permanent homes.

Starting today, consumers can pre-order the new Rescue Heroes toy line exclusively at Walmart.com.

About Mattel
Mattel (NASDAQ: MAT) is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends™ and Mega®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at www.mattel.com.

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