Mattel launches first Barbie doll with Down Syndrome in inclusivity push

Mattel will be adding a Barbie doll with down syndrome for the first time to allow even more children to see themselves in Barbie, according to a statement by the toy company. 

The doll, which was designed and released in partnership with the National Down Syndrome Society (NDSS) to ensure accuracy, aims to empower individuals with down syndrome and their families by providing resources, driving policy change and engaging with local communities. 

According to Mattel, NDSS's real-world experience and guidance informed the design process from start to finish including the doll’s sculpt, clothing, accessories and packaging in order to ensure that the doll would immediately connect with the community.  

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Some of the features Mattel and NDSS considered were the sculpt of the Barbie to ensure that its body and face was illustrative of a woman with down syndrome with a shorter frame and longer torso. The new face sculpt features a rounder shape, smaller ears, and a flat nasal bridge, while the eyes are slightly slanted in an almond shape. The doll’s palms even include a single line, a characteristic often associated with those with down syndrome.

The doll itself wears a puffed sleeved dress in yellow and blue and with butterflies, the symbols and colors associated with down syndrome awareness. The doll’s pink pendant necklace with three upward chevrons represents the three copies of the 21st chromosome, which is the genetic material that causes the characteristics associated with down syndrome. The three chevrons, or arrows, are a symbol that unites the down syndrome community and are meant to represent “the lucky few” who have someone with down syndrome in their life.

The new Barbie also wears a pink ankle foot orthotics to match her outfit and her sneakers tout a zipper detail. this was done in an effort to include the many children with down syndrome who use orthotics to support their feet and ankles.

“As the most diverse doll line on the market, Barbie plays an important role in a child’s early experiences, and we are dedicated to doing our part to counter social stigma through play,” said Lisa McKnight, executive vice president and global head of Barbie and Dolls, Mattel. “Our goal is to enable all children to see themselves in Barbie, while also encouraging children to play with dolls who do not look like themselves," she said. 

McKnight added that doll play outside of a child’s own lived experience can teach understanding and build a greater sense of empathy, leading to a more accepting world. 

The new doll joins an inclusive line of Barbies that feature over 175 looks with variations in eye colors, hair colors and textures, body types, disabilities and fashion. It is also part of the toy maker's 2023 Fashionistas lineup with will include new dolls in a variety of body types including a new Fashionista doll wearing braces and a Ken Fashionista doll with a prosthetic leg.

The new inclusive Barbies join a growing number of toys dedicated to helping children feel included and seen. Recently, toy company LEGO unveiled a new range of characters with physical and mental disabilities such as anxiety and missing limbs. 

The range, which is called 'Friends', has a diverse cast of characters that are attempting to take on the challenges of today's modern world, according to media reports. 

The characters include Autumn, an adventurous spirit born without the lower part of her arm. Paisley, a talented musician who is "shy in everyday life", Nova, who's “bluntness can put people off” and more, according to its website. The new characters are currently available in Singapore and at certified retailers.

The characters have also taken up a variety of modern talents and creative pursuits such as Leo having a studio in his bedroom to film for his baking channel and Olly being an expert in video making. 

MARKETING-INTERACIVE has reached out to Mattel for more information.

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