International Women's Day: Barbie means business

By Juliet Herd | 08 Mar 2022 | Philanthropy

To mark this year's IWD, the iconic toy franchise has launched a unique viral campaign

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To mark International Women’s Day, Barbie has gone back to its roots with a global campaign to support female entrepreneurs. 

Remember the popular slogan, “We can do anything, right Barbie?”, designed to empower girls to imagine themselves in aspirational roles? Well, now Mattel, which has been selling the iconic doll for more than 60 years, has teamed up with a group of diverse, female-founded brands to offer the first-ever BarbieStyle Collection. 

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And for each product sold through this curated online shop during the month of March, Mattel will donate five percent of proceeds and match the donation to the Barbie Dream Gap Project, which supports education, leadership and mentorship opportunities for girls.

The Collection features a range of limited edition fashion and beauty products from six female-led partners, including sustainable scented candle brand Nette, multicultural beauty brand Live Tinted, made-to-order fashion label Autumn Adeigbo, ready-to-wear label Dudley Stephens, shoe brand Larroudé, and nail care start-up, Tenoverten.

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Each brand has designed a special Barbie-themed item, such as Larroudé’s Dolly Mule, all created to reflect the doll’s aesthetic. The Dream Land candle is what Nette’s founder Carol Han Pyle imagined Barbie’s dreamhouse would smell like—notes of pink peppercorn, leatherwood, roasted chestnuts and vanilla.  “It is a deep and complex fragrance that never loses its sense of lightness and fun – just like Barbie herself,” says Han Pyle.

BarbieStyle.com

nettenyc.com

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