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Supporting Multi-Year Commitment to Close the Dream Gap, Brand Announces New Lineup of Global Role Models, Latest Research on the Dream Gap, Partnership with Inspiring Girls International and More
EL SEGUNDO, Calif.–(BUSINESS WIRE)–Today, Mattel, Inc. (NASDAQ: MAT) announced Barbie is partnering with entrepreneurs and role models to inspire the next generation of leaders and dreamers this International Women’s Day. Through a multi-faceted campaign to increase access to female role models, support female entrepreneurs, and partner with likeminded global programs, Barbie is committed to help build the confidence and reinforce the limitless potential of girls everywhere.
Throughout the world, women continue to be underrepresented in leadership roles.* In fact, NYU’s Cognitive Development Lab research** led by Professor of Psychology, Dr. Andrei Cimpian, and Assistant Professor of Psychology, Dr. Andrea Vial, whose post-doctoral fellowship was funded by Mattel, uncovered that girls aged 5-10 are less likely to raise their hand for leadership positions, such as stepping up to be in charge of a group activity, and also perceive social backlash from volunteering to take on more responsibility. However, in the final stage of the study, researchers found that when exposed to female role models, girls – and boys – are more likely to volunteer to lead a group activity. This latest finding expands on ‘Dream Gap’ research that has shown that starting at age five, girls start doubting their potential and lose confidence in their own competence.
To address this barrier to girls’ success, Barbie established the Barbie Dream Gap Project in 2018, a multi-year global initiative created to raise awareness around limiting factors that prevent girls from reaching their full potential. Since launching, the brand has committed over one million dollars through the Barbie Dream Gap Project to nonprofit partners on a mission to achieve equality by fueling education, leadership skills and mentorship opportunities for girls.
“We know that children are inspired by what they see around them, which is why it’s so important for young girls to see themselves reflected in role models who’ve daringly pushed past roadblocks and overcome the Dream Gap to become the brave women they are today,” said Lisa McKnight, Senior Vice President and Global Head of Barbie and Dolls, Mattel. “This International Women’s Day, we’re proud to honor 12 global trailblazing women to help empower the next generation of female leaders by sharing their stories.”
Barbie is marking International Women’s Day and inspiring girls to dream big around the world by:
Visit Barbie.com/DreamGap for more information on the Barbie Dream Gap Project. Follow @BarbieStyle on Instagram to view the curated collection and visit BarbieStyle.com to purchase.
*According to 2020/21 Women’s Entrepreneurship Report: Thriving through Crisis.
** This work was funded by Mattel, Inc.’s Dream Gap Postdoctoral Fellowship in Child Development granted to Vial.
***Through March 31, 2022, 5% of the royalties Mattel receives from the purchase of items from the @BarbieStyle Collection will be donated to the Barbie Dream Gap Project page on GoFundMe.com with a max donation of $50,000. Offer open only to residents of the U.S/D.C. No portion of the purchase is tax deductible. No discounts, other offers or coupons may be applied to the purchase of these items. Offer may be extended in Mattel’s sole and absolute discretion. Mattel reserves the right to suspend or cancel the promotion in its sole discretion for any reason including in the event of force majeure.
About Mattel
Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe™, Monster High™ and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.
About Inspiring Girls International
Inspiring Girls International is a charity, founded by Miriam González Durántez, dedicated to raising the aspirations of young girls around the world by connecting them with amazing female role models. Inspiring Girls International introduces young women to the full variety of careers and options in life and inspires/ them to aim high. For more information visit www.inspiring-girls.com.
About Boss Beauties
A woman-led global initiative, Boss Beauties creates opportunities for women and girls through mentorship programs and scholarships powered by collaborations that empower those at the forefront of technology, leadership, and creativity. Boss Beauties was founded by Lisa Mayer, who for ten years through My Social Canvas has made it her mission to equip the next generation of women to design the life and career of their dreams. They have built a global community of Gen Z women in the US and 15 countries worldwide. Their work has had involvement from Apple and Verizon, as well as inspiring women mentors ranging from Olympians to leaders in fashion and entertainment including collaborations with Rolling Stone, Hugo Boss, Mattel and more.
MAT-BARB
Contacts
News Media
Devin Tucker
Devin.Tucker@Mattel.com
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