Barbie’s partnership with NDSS will include additional content creation, an upcoming “Buddy Walk” in New York in the fall, in which they will be donating dolls to every child participating and continued efforts to broaden the message about Down syndrome to get the doll “into the hands of as many kids as possible,” McKnight added. 

The future is Fashionistas

The Fashionistas line is the cornerstone of the Barbie brand, according to McKnight, who explained it is “reflective of the importance that the brand places on representation, diversity and inclusivity.”

The collection now consists of 175 dolls, with more announcements coming soon. Last year, half of the dolls sold by the brand were diverse dolls, McKnight said, citing that their bestselling dolls were a Barbie in a wheelchair and a Black doll with an afro hairstyle. 

“We’re really excited about the way the product line has connected to consumers,” said McKnight. “We know how important it is for kids to see themselves in the line, but also to be exposed to different dolls that don’t look like them to help them be more empathetic.”

A big year for Barbie

What’s next for the brand includes the much-anticipated Barbie movie directed by Greta Gerwig and featuring a diverse, star-studded cast. McKnight said the company plans to release product offerings closer to the film’s release in the summer, along with additional promotions and activations.

Mattel has previously announced an upcoming partnership with Gap, which will kick off on May 23 with a Gap X Barbie apparel drop.