On March 4, 2025, Mattel Inc. (NASDAQ: MAT) unveiled a heartfelt initiative in celebration of International Women’s Day, emphasizing the transformative power of friendship among women. The iconic Barbie brand is recognizing four remarkable friendship duos by creating one-of-a-kind Barbie Role Model dolls that embody their unique bonds. This initiative is designed to inspire and empower young girls to embrace their friendships and the limitless possibilities that come from supportive relationships.

2. The Power of Female Friendships

Recent studies have shown that 55% of Gen Z and Millennials prioritize friendships over romantic relationships, and women who maintain a close circle of supportive friends are 2.5 times more likely to excel professionally. The Barbie brand aims to highlight how friendships can serve as a powerful catalyst for personal and professional growth. Krista Berger, Senior Vice President of Barbie and Global Head of Dolls at Mattel, emphasized this sentiment: “One of the greatest tools that a girl can have is the support and encouragement of her peers.”

3. Celebrating Iconic Duos

To commemorate International Women’s Day, Barbie is honoring various influential female friendships across the globe. The brand has collaborated with notable pairs, including:

Alicia Keys and Ann Mincieli (USA): This dynamic duo, co-founders of the nonprofit organization She Is The Music, aims to increase the representation of women in the music industry.

Jordan Chiles and Jade Carey (USA): Olympic gold medalists who have supported each other both in competition and in life.

Hannah Waddingham and Juno Temple (UK): British actresses with a strong friendship both on and off the screen.

Evonne Goolagong Cawley and Ash Barty (Australia): Grand slam champions who proudly represent First Nations Australians.

Paola Antonini and Kelen Ferreira (Brazil): Advocates for body positivity and accessibility, their friendship flourished through shared experiences.

Jordan Chiles expressed her excitement about being recognized alongside Jade Carey, stating, “There’s no power or peace quite like knowing you have a support system of women behind you.” Jade Carey echoed this sentiment, highlighting the importance of friendship in her journey as an athlete.

4. Expert Insights on Building Friendships

To further support young girls in fostering meaningful friendships, Barbie has partnered with Dr. Marisa G. Franco, a renowned psychologist and friendship expert. Dr. Franco shared valuable insights on creating and maintaining friendships, including:

Taking the initiative to reach out to others.

Assuming a positive reception from peers.

Expressing appreciation and affection openly.

Engaging in diverse activities to strengthen bonds.

Valuing quality friendships over quantity.

5. New Animated Special and Collaboration Initiatives

In addition to the doll releases, Barbie will premiere a new animated special titled, *“Barbie & Teresa: Recipe for Friendship,”* on Netflix on March 6. This 60-minute adventure follows Barbie and her friends as they explore the significance of friendship.

Barbie's initiative extends beyond dolls and animated content. The Barbie Dream Gap Project is set to launch a partnership with Girl Talk and Inspiring Girls International to create programming that emphasizes friendship among young girls. This includes viewing parties and interactive curriculum focused on building supportive communities.

6. A Call for Collaboration and Celebration

Mattel is also inviting fans to join in the celebration of International Women’s Day through a variety of collaborations with brands such as Alex & Ani, Forever 21, and Crocs. These partnerships offer unique products that celebrate the spirit of friendship. Notably, several brands will participate in buy-one-get-one promotions on March 8 to further emphasize the theme of friendship.

7. Conclusion

This International Women’s Day, Barbie is not just celebrating women; it is fostering a movement that encourages young girls to cherish and nurture their friendships. By spotlighting these incredible duos and providing resources to help girls build lasting connections, Mattel aims to inspire the next generation to acknowledge the power of friendship in unlocking their full potential. As Barbie continues to evolve and adapt to contemporary values, it remains a relevant force in promoting empowerment, connection, and limitless possibilities for girls everywhere.

Original press release