By Gary Symons
TLL Editor in Chief
Mattel will mark the 65th anniversary of Barbie on March 9, kicking off a major licensing campaign.
The campaign starts by celebrating female storytellers who have broken down barriers and inspired women and girls around the world
While Barbie has hit retirement age and is in line for great discounts at the local diner, the legendary brand is hardly slowing down. Instead, Mattel says the Barbie team is more dedicated than ever to “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,” Mattel said in a statement. “With Barbie by their sides, countless children have been able to imagine their own stories through play that helps shape their real-life futures.”
With that in mind, Mattel says the brand is sharing countless stories of empowerment and bringing her legacy to life through partnerships 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 campaign being launched on March 9 is called Honoring Global Storytellers Using Their Platform For Good. It will see Barbie producing one-of-a-kind role model dolls made in their likeness in celebration of International Women’s Day. And when we say one of a kind, it’s exactly that. Only one copy of each doll will be produced in the image of the woman it honors, and they will not be for sale.
The global lineup includes the critically acclaimed artist, actor, producer, activist, philanthropist and author Viola Davis, who has won an Oscar, Emmy, Tony, and a Grammy, making her one of the very few artists to sweep the awards and become a “GOTE”. Davis’ production company, JuVee Productions, is also a force for change, giving a voice to the voiceless through impactful narratives defined by inclusion.
“Honestly, I wanted this Barbie to make little 6-year-old Viola squeal,” said Davis. “It is my biggest gift to her…my lifelong mission and legacy to make her feel pretty, seen, and worthy. No words…just joy.”
Canadian country superstar Shania Twain will be honored as one of music and fashion’s most renowned trailblazers, breaking down barriers for women in country music. Twain is the top-selling female country pop artist of all time.
Also on the list of musicians is the enduring pop superstar Kylie Minogue of Australia, whose “glittering career has kept her firmly rooted in the present whilst defining and celebrating much of our collective past.”
Dame Helen Mirren of the UK (pictured at top) will be included for her work as one of the most acclaimed actors of our time, as well as an advocate for stories by and about women.
“I am absolutely blown away by my Barbie,” Mirren said. “To be chosen by Barbie as a Role Model is a huge compliment, and something I would never have imagined in my wildest dreams happening to me at this stage in my life. It’s a very special thing, and something I can add to my list of my favourite achievements!”
From Brazil, Mattel chose to honor the courageous indigenous content creator Maira Gomez. Hailing from the indigenous community of the Tatuyo ethnic group in Amazonas, Maira Gomez aims to present the endangered culture and traditions of her people to her nearly 7 million followers on social media.
Lila Avilés of Mexico is being honored as an award-winning film producer, having won more than thirty international festivals and whose movies have a strong reception from international critics, while Nicole Fujita of Japan is a model and TV personality whose apparel brand will be opening its first retail store in March.
Finally, the German comedian Enissa Amani is a stand-up comedian and political activist who’s using her voice to create and produce viral shows addressing the growing issues with racism in Germany.
Mattel says Barbie is dedicated to showcasing more impactful storytellers who can help inspire fans of all ages to craft their own narrative in life. The company says this campaign is Mattel’s way of helping reshape how society supports the empowerment of girls and women, entering into its third year of partnership with Inspiring Girls International in continued support of the Barbie DreamGap Project.
This project 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”
The program will see Barbie helping close the ‘Dream Gap’ by continuing its donations to the project, which now totals more than $2 million since its inception in 2019.
As well, partner Stacy’s Pita Chips announced it is also supporting the project. The company is releasing 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.
OTHER INITIATIVES IN THE 65TH ANNIVERSARY CAMPAIGN
As the popularity and influence of the Barbie brand has increased dramatically over the past decade, particularly with the release of the Barbie movie in 2023, Mattel will be focusing heavily on the brand this year, including the release of products that look back at the long and storied history of the brand and the character. In fact, many of Mattel’s other brands, like UNO and Hot Wheels, will be releasing products based on Barbie.
that will include the introduction of an anniversary collection of products revisiting some of the most popular career dolls from Barbie’s 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, highlighting 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 theiconic 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, made and styled in the Hot Wheels Premium tradition for ultimate collectability.
LIST OF INITIAL LICENSING RELEASES
Mattel will also be releasing a huge variety of products and experiences created through licensing partnerships. The company is already announcing 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, Dragon Glassware, Franco Mfg., Funko, Hallmark Cards, Inc., Homesick, Impala Skate, Impressions Vanity, Innovative Designs, Keds, Lionel Trains, Loungefly, LoveYour Melon, MakeUp Eraser, Monogram International, Nettie, PersonalizationMall.com, Posh Peanut, Quarto, Random House, Roots, SmartSweets, Sprinkles, Ukonic, and Unique Vintage.
As well, a new book is coming out called Barbie: The World Tour, a new illustrated book 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.
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.Another book on Barbie by Assouline,a luxury, 340-page coffee table book fabricated in silk Barbiecore pink, will explore the brand’s evolution, decade by decade, with facts, insights and never-before-seen imagery that opened the imagination for what a doll—and a woman—could be.
THE CELEBRATION INCLUDES PARTIES AROUND THE WORLD
For fans who want to experience the Barbie campaign, Mattel has worked with partners in the US, the UK, Mexico and the Caribbean to make that dream come true.
Licensed experiences will include Barbie: A Cultural Icon (US), Barbie Dream Lounge (Mexico), Barbie: The Exhibition (UK), Malibu Barbie Café (US), World of Barbie (US), and Barbie Bahamas Beach Vacation at Atlantis
Retailers are also getting into the 65th anniversary campaign in a big way.
Amazon is opening a Barbie 65th Brand Shop, featuring Barbie-themed products, including toys and apparel.
Target is 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.
Walmart is featuring exclusive products 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.
Mattel says that, following Barbie’s birthday on March 9, the brand will continue to celebrate throughout the year, including additional partnerships across the next 65 days, and further activities through the Fall.