Mattel Launches Team Barbie to Empower Girls’ Confidence

10/06/2025 – 12:00 AM

• Barbie spotlights female professional rugby players Ilona Maher (US), Ellie Kildunne (UK), Portia Woodman-Wickliffe
  (NZ) and Nassira Konde (France) to ignite confidence in girls
• In continued celebration of Ilona Maher and the boundaries she has broken for women, Barbie will be releasing a
  production doll of Ilona in Fall 2026

EL SEGUNDO, Calif. – Mattel, Inc. (MAT) is making a significant move to empower young girls in sports and beyond. In a strategic initiative aligning with International Day of the Girl, the toymaker is unveiling “Team Barbie,” a coalition of four prominent female professional rugby players from around the globe. This initiative aims to inspire confidence in girls, reinforcing the idea that they can achieve anything they set their minds to.

<p style="font-size:85%Barbie spotlights female professional rugby players Ellie Kildunne (UK), Ilona Maher
(US), Nassira Konde (France) and Portia Woodman-Wickliffe (NZ) to ignite confidence in girls.

The core strategy involves creating one-of-a-kind Barbie dolls modeled after these athletes. This visual representation is key, as Barbie believes, “if you can see it, you can be it.” This initiative taps into the growing trend of representation in media and toys, which analysts see as a vital factor in brand loyalty and market reach, particularly among younger consumers. Mattel’s move is not just about selling dolls; it’s about investing in the next generation’s aspirations.

The members of Team Barbie aren’t just athletes; they are role models who boldly embrace their confidence, understanding their capabilities. The brand is focusing on this, believing this understanding is what propels them forward. They are deeply committed to encouraging young girls to believe in themselves, even in fields traditionally dominated by men, and they are committed to this mission through their involvement with Barbie.

Recognizing the profound impact of sports in developing communication, confidence, and teamwork skills, Barbie is dedicated to fostering the next generation’s engagement in sports. This involves sharing the inspiring narratives of this year’s chosen role models:

• Ilona Maher (US): An Olympic medalist, social media sensation, and body positivity advocate, challenging stereotypes
  by embracing the strength of femininity.
• Ellie Kildunne (UK): A key player in England Rugby’s Red Roses team, World Champion, 2024 World Rugby Player of the
  Year, and a trailblazer in the growing interest in women’s rugby.
• Portia Woodman-Wickliffe (NZ): A two-time Olympic & World Champion, renowned for redefining rugby with
  record-breaking performances.
• Nassira Konde (France): A dynamic rugby star and Olympic medalist, known for inspiring the next generation by
  embracing inclusion, skill, and ambition.

“At Barbie, we believe that girls can be, and do, anything,” said Krista Berger, Senior Vice President of Barbie, Mattel. “We’re committed to breaking down the barriers – from gender stereotypes to self-doubt – that hold girls back from realizing their limitless potential. By showcasing the stories of incredible role models whose confidence has fueled groundbreaking success, we’re showing girls that the future of sports – or wherever their passion takes them – is theirs to claim, with Team Barbie cheering them on.” Adding that it’s about empowering girls to claim their space, regardless of societal expectations. This reflects a broader industry shift towards inclusivity and purpose-driven marketing, which resonates strongly with today’s consumers.

“We all doubt ourselves at times, myself included,” said Ilona Maher, Professional US Rugby Player. “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. 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. I’m honored to use my platform to empower the next generation to find that spark of confidence within themselves and let it drive them toward unlocking their limitless possibilities.”

In a move that speaks to its commitment, Barbie is collaborating with U.S. professional rugby player Ilona Maher to share a deeper
look at her journey, unveiling the Ilona Maher Barbie doll, slated for purchase in 2026. Designed to reflect the physique of
many strong athletes, its all-new Muscular sculpt celebrates strength with a straighter, more athletic torso, clearly defined
arms, shoulders, and legs, plus sculpted core and back muscles.

Underlining the critical function of team sports in nurturing confidence, leadership, and ambition, Barbie undertook a study across
the US, UK, France, and New Zealand – countries that are home to the Team Barbie rugby role models – to gain greater insight
into the challenges girls face, analyzed from both their and parents’ viewpoints. Such targeted research highlights Barbie’s
data-driven approach, allowing for targeted interventions and messaging.

• The research revealed:
  • One in three girls withdraws from sports by age 14, largely stemming from concerns about body confidence,
    self-doubt, and a shortage of visible female role models.
  • Only 53% of girls ages 6–14 feel confident while playing sports. The primary cause for this lack of confidence is
    the fear of making mistakes (34%).
  • Parents acknowledge the significant roles that role models and culture play:
    • 26% believe that more female role models in sports would encourage their daughters to remain
      involved for a longer time.
    • 48% point to societal attitudes that discourage girls from sports as a major obstacle.
    • Parents also acknowledge the advantages of sports: teamwork, communication, and social skills are the
      most emphasized developmental gains, while 33% reported that their daughters’ involvement increased
      their confidence.
    • 81% of parents are convinced that sports can help their daughters achieve their future goals.

As part of Barbie’s commitment to empowering girls to stay in sports, Mattel is contributing to girls’ sports organizations in the
US, UK, New Zealand, and France via programming focused on unlocking girls’ confidence. The philanthropic angle should further boost Mattel’s public image and create positive brand associations with female empowerment.

MAT-BARB