Barbie Partners with Ilona Maher to Promote Girls’ Participation in Sports

Rugby Stars Score New Role: As Barbie Dolls Promoting Confidence

New York, NY – October 8, 2025 – Olympic athletes are expanding their reach beyond the playing field. Mattel has announced a groundbreaking collaboration with four prominent international rugby players to launch “Team Barbie,” a campaign designed to encourage girls to embrace self-assurance and remain actively involved in athletics. The initiative coincides with the upcoming International Day of the Girl, observed annually on October 11th.

Celebrating Athleticism and Empowerment

Ilona Maher, a two-time Olympian and recent “Dancing With the Stars” champion, is among the athletes featured in the program.She joins Ellie Kildunne of the U.K., Portia Woodman-Wickliffe from New Zealand, and Nassira Konde of France as the faces of this empowering endeavor. This partnership is a deliberate effort to counter statistics revealing a decline in sports participation among young girls.

“It’s incredibly important to me that young women feel empowered to pursue their passions without hesitation,” stated Ilona Maher. “If my story can inspire even one girl to believe in her potential, then I’ve achieved something meaningful. Being part of Team Barbie is about showcasing that unwavering self-belief is a strength, not something to be hidden.”

Addressing Confidence Concerns in Young Athletes

Recent research conducted by Mattel points to a concerning trend: only 53% of girls aged six to fourteen report feeling confident while participating in sports. A meaningful one in three girls discontinue sports participation by age fourteen, with body image concerns, self-doubt, and a scarcity of female role models cited as primary factors.

“Barbie is deeply committed to dismantling the barriers that hinder young girls from realizing their full potential,” explained Krista Berger, Senior Vice President of Barbie. “We believe that by amplifying the voices of incredible role models who embody confidence and success, we can inspire girls to confidently pursue their passions – whether in sports or any othre field.”

A Legacy of Championing Female Athletes

This is not the first time Barbie has recognized the achievements of female athletes. Last year, the iconic doll brand collaborated with WNBA legend Sue Bird as part of its 65th-anniversary celebration. Mattel has also forged partnerships with the Chicago Sky for Barbie-themed game days and celebrated other female athletes including Venus Williams,Christine Sinclair,and numerous others across various sports.

Here’s a snapshot of Barbie’s athletic collaborations:

Athlete	Sport	Year of Collaboration
Sue Bird	Basketball	2024
venus Williams	Tennis	2025
Ilona Maher	Rugby	2025

Did You Know? Research shows that girls who participate in sports generally have higher self-esteem and body image than those who don’t.

Pro tip: Encourage girls to focus on their athletic achievements and the skills they’ve gained, rather than solely on their appearance.

Looking Ahead and Fostering Future Generations

The “Team Barbie” campaign represents a proactive step towards fostering a more inclusive and empowering habitat for young female athletes. By showcasing the strength, resilience, and confidence of these rugby stars, Mattel aims to inspire a new generation of girls to pursue their dreams without limitations.

The Importance of Female Role Models in Sports

The presence of visible female role models is crucial for encouraging girls’ participation in sports. Role models demonstrate what is possible, challenge gender stereotypes, and provide inspiration and mentorship. Growing portrayal in media and leadership positions within sports organizations is vital for continued progress.

The Psychological Benefits of Sports for Girls

Participating in sports offers numerous psychological benefits for girls, including increased self-esteem, improved body image, reduced anxiety and depression, and enhanced leadership skills. These benefits extend beyond the athletic arena, positively impacting academic performance and overall well-being.

Frequently Asked Questions about Team Barbie

Do you think this campaign will have a positive impact on young girls’ confidence? What other steps can be taken to encourage greater female participation in sports?

share your thoughts in the comments below!

How might the Barbie x Ilona Maher partnership address the lack of role models cited as a barrier to girls’ sports participation?

Empowering the Next Generation of Female Athletes

Barbie’s latest collaboration with professional Australian rules footballer, Ilona Maher, marks a notable step in encouraging girls to embrace sports and overcome barriers to participation. This partnership isn’t just about a doll; it’s a strategic initiative aimed at boosting female athlete depiction, challenging stereotypes, and fostering a love for physical activity in young girls. The collaboration directly addresses the documented decline in sports participation among girls, notably during adolescence.

The Declining Trend in Girls’ Sports Participation

Numerous studies highlight a concerning trend: girls are dropping out of sports at a higher rate than boys. Several factors contribute to this, including:

* Lack of Role Models: Limited visibility of female athletes in mainstream media.

* Social Stereotypes: Societal pressures and expectations that discourage girls from pursuing traditionally “masculine” activities.

* Fear of Judgment: Concerns about body image and social acceptance.

* Insufficient Opportunities: Limited access to sports programs and facilities, particularly in underserved communities.

* Early Specialization pressure: The increasing pressure to specialize in a single sport at a young age, leading to burnout.

This decline has significant implications for girls’ physical health, mental wellbeing, and overall personal development. Promoting youth sports and creating inclusive environments are crucial to reversing this trend.

Ilona Maher: A Powerful Advocate for Change

Ilona maher, a prominent figure in the Australian Football League (AFLW), is known not only for her athletic prowess but also for her outspoken advocacy for women in sports. Her story resonates with many young girls,demonstrating that it’s possible to excel in athletics while remaining authentic and embracing individuality.

Maher’s influence extends beyond the field. She actively uses social media to challenge norms, promote body positivity, and inspire others to pursue their passions. Her partnership with Barbie leverages this platform to reach a wider audience and amplify the message of empowerment. The collaboration features a one-of-a-kind Barbie doll created in Ilona’s likeness,providing a tangible role model for aspiring athletes.

The Barbie x Ilona Maher Collaboration: What It Entails

The partnership goes beyond a commemorative doll. It encompasses a multi-faceted campaign designed to:

1. Increase Visibility: Showcase Ilona Maher’s achievements and story through various media channels.
2. Inspire Confidence: Encourage girls to try new sports and overcome their fears.
3. Promote Inclusivity: create a welcoming and supportive surroundings for girls of all backgrounds and abilities.
4. Educational Resources: Develop resources for parents, coaches, and educators on how to support girls’ participation in sports.
5. Community Engagement: Host workshops and events that provide girls with opportunities to learn new skills and connect with role models.

This initiative aligns with Barbie’s ongoing efforts to challenge stereotypes and promote positive representation. Previous campaigns have featured inspiring women in diverse fields, including science, technology, engineering, and mathematics (STEM).

Benefits of Sports Participation for Girls

The benefits of girls participating in sports are far-reaching and well-documented. These include:

* Improved Physical Health: Reduced risk of obesity, cardiovascular disease, and other health problems.

* Enhanced Mental Wellbeing: Increased self-esteem, confidence, and resilience.

* Development of Life Skills: Teamwork, leadership, discipline, and time management.

* Academic Achievement: Studies show a correlation between sports participation and higher grades.

* Social Connections: Opportunities to build friendships and develop a sense of community.

* Reduced Anxiety and Depression: Physical activity releases endorphins, which have mood-boosting effects.

Encouraging girls in sports isn’t just about athletic achievement; it’s about empowering them to reach their full potential in all areas of life.

Practical Tips for Encouraging Girls in Sports

Parents,coaches,and educators play a vital role in fostering a positive environment for girls in sports. Here are some practical tips:

* Focus on Fun: Emphasize the enjoyment of sports rather than solely focusing on competition.

* Celebrate Effort: Praise effort and enhancement,not just winning.

* Provide Positive Reinforcement: Offer encouragement and support.

* Challenge Stereotypes: Discuss and challenge gender stereotypes related to sports.

* Offer a Variety of Options: Expose girls to a wide range of sports and activities.

* Create Inclusive Environments: Ensure that all girls feel welcome and valued.

* Support Female Coaches and Leaders: Provide opportunities for girls to learn from and be inspired by female role models.

* Address Body Image Concerns: Promote body confidence and healthy attitudes towards physical appearance.

Real-World Impact: Case Studies

While the Barbie and Ilona Maher partnership is recent, similar initiatives have demonstrated positive results. For example,the “This Girl Can” campaign in the UK,launched in 2015,successfully challenged stereotypes and encouraged women to participate in sports,regardless of their ability or appearance. The campaign utilized relatable imagery and messaging, resulting in a significant increase in sports participation among women. Similarly, organizations like Girls on the Run provide girls with a safe and supportive environment to develop confidence and embrace physical activity. These examples