Mattel, Inc. (NASDAQ: MAT) announced today the addition of a blind Barbie doll to its collection, designed to enable even more children to find a doll that represents them and inspire imaginative storytelling through play. This launch, which focuses on representing those with visual impairments, is supported by the South African Guide-Dogs Association for the Blind (GDA), which empowers visually and physically impaired individuals to live independently by providing skills and freedom of movement.
“We recognize that Barbie is much more than just a doll; she represents self-expression and can create a sense of belonging,” said Krista Berger, Senior Vice President of Barbie and Global Head of Dolls. “We proudly introduce a new blind Barbie doll to our Barbie Fashionistas line, reinforcing our commitment to creating products that reflect global belonging and inclusivity in the doll aisle.”
Tanya Schönwald, Head of Strategic and Corporate Partnerships at GDA, stated, “Inclusion and diversity are no longer just concepts; they are actions. With the launch of the visually impaired Barbie, Mattel, Inc. has demonstrated the positive impact of collaboration on social change. Including a visually impaired Barbie will ease the discomfort that many visually impaired children face and foster a mindset of inclusion in young minds. Soon, inclusion will become a natural part of society, as younger generations are not taught to distinguish differences. We are proud to have traveled part of this journey with Mattel, Inc.”
To ensure the accuracy of the blind Barbie doll’s design, Barbie partnered with the American Foundation for the Blind (AFB), an organization dedicated to creating endless possibilities for individuals with blindness and low vision. This collaboration ensured that details such as the face sculpt, fashion, accessories, packaging, and e-commerce communication accurately depicted the experiences of individuals with visual impairments.
Key Features of the Doll:
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Accessories: The doll comes with a white and red cane featuring an identifiable marshmallow tip and stylish, functional sunglasses. The sunglasses offer additional eye protection for those who are sensitive to light.
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Elbow Articulations: The blind Barbie doll includes elbow articulations to facilitate comfortable cane use.
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Textured and Vibrant Fabrics: Barbie conducted testing with blind and low-vision children to ensure the doll provides an accessible and enjoyable play experience. With AFB’s guidance, the doll’s fashion includes a satiny pink blouse and a textured ruffle skirt for tactile interest. The design features brightly colored, high-contrast hook and loop fasteners for easy dressing and an elastic waistband to simplify outfit changes.
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Packaging and Design: Barbie collaborated with AFB to create accessible packaging, including braille on the package to indicate the doll’s name.
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Eye Gaze: The doll is designed with an upward and outward eye gaze, reflecting the sometimes-distinct gaze of a blind individual.
“It was an honor to collaborate with Barbie on the development of the blind Barbie doll,” said Eric Bridges, CEO and President of the American Foundation for the Blind. “By increasing representation and promoting awareness about the experiences of blind individuals and those with low vision, we aspire to inspire boundless opportunities for everyone, ultimately leading to a world of greater accessibility and inclusion.”
Doll play has been shown to help develop empathy and social skills among children, equipping them with the social capabilities needed to excel in their futures. The Barbie Fashionistas series is the brand's most diverse doll line, featuring over 175 different looks, including a variety of skin tones, eye colors, hair colors and textures, body types, disabilities, and fashions. This includes dolls with vitiligo, those using wheelchairs or prosthetic limbs, a doll with hearing aids, and a doll without hair. The 2024 Fashionistas aim to further Barbie’s goal of reflecting a multi-dimensional view of beauty and fashion, allowing more children to see their world represented through play.
To celebrate this launch, Barbie is collaborating with the accessible fashion brand Aille Design on a Barbie-inspired collection featuring pieces with braille beadwork. The collection includes Barbie’s original black and white herringbone pattern on a slip dress, a black neck scarf, and a classic t-shirt in the iconic Barbie pink hue, each adorned with Aille’s signature design and braille text made with Swarovski crystal pearls.
