Barbie Fashionistas launch

Barbie® introduces the first Barbie Fashionista with Type 1 Diabetes!

The Barbie Fashionistas line celebrates diversity and empowers kids to tell stories that reflect the world around them. As part of this inclusive mission, Mattel has expanded the Fashionista line by introducing a Barbie with Type 1 Diabetes, a bold step towards representation for kids living with T1D. The doll comes with an insulin pump and sensor and is designed to reflect the real-life experiences of those managing the Diabetes every day.

To amplify the launch in the Benelux region, Day One teamed up with two inspiring voices from the T1D community. In Belgium, content creator and diabetes advocate An-Katrien Casselman brought the story to life and in the Netherlands we worked together with influencer and TV-host Roxanne Kwant. They both shared their personal journey through a Q&A, an after movie and a special role model photoshoot. Besides these two powerful voices, we also worked together with Diabetes Liga in Belgium and media platform Kek Mama in the Netherlands. 

The campaign generated powerful and emotional engagement with a broad visibility, resulting in more than 129 media pieces across online, print, TV and radio, and a total reach of over 95,422,619 across Belgium and the Netherlands.