2023-04-26 12:12:04
Mattel, the toy giant, recently unveiled a new model of Barbie doll with Down syndrome designed in partnership with the National Down Syndrome Society (NDSS). This launch is part of the brand’s desire to diversify the profile of its dolls. Mattel wants to allow all children to find themselves in them and encourage them to play with characters that are different from them.
A collaboration to represent diversity
Mattel worked closely with NDSS to design this new model, available online and in stores this summer. « Our goal is to allow all children to find themselves in Barbie, but also to encourage them to play with dolls that do not look like them. said Barbie brand manager Lisa McKnight.
The NDSS is a recognized American organization, dedicated to people with Down syndrome. By joining this organization, Mattel is actively committed to promoting diversity and inclusion by offering toys that reflect the reality of people with Down syndrome. The model exhibits some of the physical traits associated with Down syndrome, such as a shorter stature, a longer torso in relation to the rest of the body, smaller ears, a flat nose bridge, and almond-shaped eyes.
Diversification of Barbie models
Over the years, Mattel has greatly diversified the range of Barbie dolls, going from a predominantly white and blonde Barbie to 175 different models today. In 2016, the company launched “round”, “small” and “large” versions of the famous doll. This diversification is part of a process of inclusion and representation of all morphologies and origins. However, sales of Mattel dolls saw a 9% decline in 2022. The main reason is the slowdown in sales of Barbie, as well as the American Girl and Spirit lines.
The diversification of Barbie models is crucial to allow children to find themselves in their toys. But also to learn to accept and respect the differences of others. By introducing a Barbie carrier of trisomy 21, Mattel shows its commitment to inclusion and diversity, while encouraging children to play with dolls that don’t look like them.
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