Barbie Fashionistas launch

Barbie® introduces the first Barbie Fashionista with autism!

Mattel started 2026 by expanding the Barbie Fashionistas collection with the launch of the first Barbie with Autism. Developed in close collaboration with the Autistic Self Advocacy Network (ASAN), this doll reflects a thoughtful and authentic representation of autism. ASAN is a non-profit organization run by and for autistic people, advocating for the rights and inclusion of the autistic community.

Over a period of more than 18 months, Barbie’s design team worked closely with ASAN to make conscious design choices, from her outfit and accessories to her facial expression and gaze, ensuring the doll resonates with real-life experiences of people with autism.

To give this launch a strong and local voice in the Benelux, we partnered with two inspiring ambassadors deeply connected to the autistic community: content creator and author Elise Cordaro in Belgium, and content creator and author Robine Salomons in the Netherlands. Their authentic storytelling helped spread awareness and drive engagement across the region.

The campaign resulted in over 268 media placements across online, print, TV and radio, reaching a total audience of more than 211.8 million people in the Netherlands and Belgium.

With every launch, Barbie continues to reinforce the belief that “You Can Be Anything.” The introduction of Barbie with Autism marks another meaningful step toward greater representation, inclusivity and empowerment for all children.