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Sustainable Licensing: Mattel Releasing Barbies Inspired by Dr. Jane Goodall

By Gary Symons

TLL Editor in Chief

You don’t get much greener than a toy line based on Dr. Jane Goodall, and produced from recycled, ocean-bound plastic.

Mattel is introducing a Dr. Jane Goodall Inspiring Women Doll and 2022 Barbie Career of The Year Eco-Leadership Team, which includes a Chief Sustainability Officer, Conservation Scientist, Renewable Energy Engineer and Environmental Advocate.

The Inspiring Women doll and career doll set are certified CarbonNeutral and made from recycled ocean-bound plastic. The doll sets are available at mass retailers now.

“We are proud to unveil our first sustainable Barbie Inspiring Women and Career of the Year Eco-Leadership team dolls, which further demonstrate our shared commitment to creating a more sustainable future,” said Lisa McKnight, Executive Vice President and Global Head of Barbie and Dolls, Mattel. “Kids need more role models like Dr. Jane Goodall, because imagining they can be anything is just the beginning—seeing it makes all the difference.

“We hope that this collection and homage to a groundbreaking pioneer for women in science and conservation inspires kids to learn more about green careers, how they can protect the planet, and act out sustainable stories through doll play.”

Goodall is a world-renowned researcher, environmentalist and wildlife conservationist who revolutionized the field of biological research with the longest running study of wild chimpanzees ever undertaken. She is head of the Jane Goodall Institute and is a UN Messenger of Peace.

Goodall is best known for groundbreaking studies of wild chimpanzees in Gombe Stream National Park, Tanzania, transformative research that continues to this day as the longest running wild chimpanzee study in the world. She has worked extensively on climate action, human rights, conservation, and animal welfare issues for decades, and continues to be a central voice in the work to advance environmental progress.

Inspiring Women, Dr. Jane Goodall:

Just in time for World Chimpanzee Day on July 14, Barbie says it is proud to recognize the renowned ethologist and conservationist, and to celebrate her ground-breaking research and heroic achievements as a humanitarian, scientist and activist. The launch also coincides with the 62-year anniversary of Dr. Jane Goodall’s first journey to the forest of Gombe National Park in Tanzania.

“My entire career, I’ve wanted to help inspire kids to be curious and explore the world around them—just like I did when I first traveled to Tanzania 62 years ago. I’m thrilled to partner with Barbie and encourage young children to learn from their environment and feel a sense that they can make a difference,” said Goodall. “Through this partnership, I hope to inspire the next generation of eco-leaders to join me in protecting our planet and remind them they can be anything, anywhere—on the field, in the lab, and at the table.”

The Inspiring Women Series is a Barbie line of products that pay tribute to courageous women who took risks, changed rules, and paved the way for generations “to dream bigger than ever before.” Goodall is in good company, as she joins a list of real life heroines including Ida B. Wells, Dr. Maya Angelou, Billie Jean King and Eleanor Roosevelt, among others.

2022 Barbie Career of the Year Eco-Leadership Team:

In partnership with the Jane Goodall Institute, Barbie is also introducing the 2022 Career of the Year Eco-Leadership Team, which features four roles working to protect the planet and promote sustainability in different ways. Barbie says the set is designed to encourage kids to play out their own sustainability stories and learn more about careers they may not be familiar with, including a Chief Sustainability Officer, Conservation Scientist, Renewable Energy Engineer and Environmental Advocate.

Roots & Shoots + You Can be Anything Series

Mattel and Barbie are also going farther in their support for Goodall’s work, entering into a global educational partnership with the Jane Goodall Institute, leveraging their global youth Roots & Shoots program to inspire curiosity about the environment in kids of all ages and teach them about their social and environmental impact.

In partnership with JGI’s Roots & Shoots, Barbie is issuing a global challenge under the hashtag #NaturallyCuriousJane, encouraging kids to discover the little steps they can take to create big changes, including creating a nature observation journal, community mapping and increasing local green spaces. The brand is also highlighting Dr. Jane Goodall through a special episode of the Barbie You Can Be Anything series on the brand’s YouTube channel.

To participate in the Barbie x Jane Goodall Institute Roots & Shoots challenge, visit For more information on Mattel’s corporate sustainability efforts, visit:

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