Barbie’s Marketing Leader Lifts the Curtain on Its First Down Syndrome Doll 

In another sign that disability representation is entering the mainstream, Barbie has released its first doll representing a person with Down syndrome.

Designed in partnership with the National Down Syndrome Society (NDSS), the new Barbie is the latest edition to the Mattel brand’s Fashionistas line, which features a range of diverse dolls. This year’s collection also includes a Barbie with braces and a Ken doll with a prosthetic leg.

The Down syndrome doll is a milestone in the 64-year history of Barbie, which recently has been on a mission to become more inclusive across its products.

“We have been on a journey for about eight years now to modernize the Barbie brand,” Lisa McKnight, executive vice president and global head of Barbie and Dolls at Mattel, told Adweek. “We want to ensure that the product line is reflective of the world that the kids see around them.” 

The brand’s introduction of a Down syndrome Barbie was more than a year in the making. Working with “a reputable organization to guide us” helped ensure “the execution was as authentic as it possibly could be,” McKnight added.

Design specifics for the doll include a face and body sculpt reflective of women with Down syndrome. McKnight explained that the brand wanted not only to capture the physical characteristics of the community but also to “do some storytelling in the product and spark conversation.” She cited the Barbie’s yellow and blue butterfly dress symbolizing the colors associated with Down syndrome, a pink pendant featuring “upward chevrons” to represent the 21^st chromosome of the genetic material associated with the condition, and the ankle foot orthotics (leg braces) used by some children in the community.

“This means so much for our community, who for the first time can play with a Barbie doll that looks like them,” NDSS president and CEO Kandi Pickard said in a statement. “It is a huge step forward for inclusion and a moment that we are celebrating.”

To promote the launch, Barbie released a video of children with Down syndrome and their parents seeing the doll for the first time.

McKnight said that while only one style of the doll was launched for the time being, she sees “limitless possibilities” of expanding to include more ethnicities and a Ken version.

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.