Blind Barbie Fashionista Doll

Barbie® introduces the first Blind Barbie Fashionista Doll

Barbie Fashionistas embrace diversity and opens up endless opportunities for creative storytelling and fashion adventures. This inclusive collection allows kids to explore the fun of expressing their unique personalities through style. Mattel has now expanded the assortment by introducing a new Fashionista doll. They created a Blind Doll in partnership with the American Foundation For The Blind to ensure that the design of the doll accurately reflects the community they are representing. The doll is wearing a special textured outfit which, sunglasses against bright lights, a cane, and some killer heels to empower. The packaging of the doll also has braille on it, so people with a visual impairment are able to read this more easily.

The launch of the doll was promoted by Day One in Benelux. In Belgium, we partnered with Toy Museum Mechelen and The Brailleliga who supported this strong Barbie message. In The Netherlands, we collaborated with the Bartiméus foundation which showcased the release on their socials and were part of the special unboxing of the Blind doll with actress and film/theater maker Aysegul and with Renske, who both have a visual impairment.

This campaign achieved a large amount of media coverage, resulting in 21 print articles, 39 news articles, 27 social media placements, 2 TV publications and 16 mentions on radio. The campaign reached a total audience of 66.429.919 (with 19.875.885 in Belgium and 46.554.034 in the Netherlands).