Barbie is partnering with women entrepreneurs and role models to inspire the next generation of leaders and dreamers this International Women’s Day.

Through a multi-faceted campaign to increase access to, and support, trailblazing women, and partner with like-minded global programs, Barbie is committed to help build the confidence and reinforce the limitless potential of girls everywhere.

Throughout the world, women continue to be underrepresented in leadership roles.* In fact, NYU’s
Cognitive Development Lab research** led by Professor of Psychology, Dr. Andrei Cimpian, and Assistant
Professor of Psychology, Dr. Andrea Vial, whose post-doctoral fellowship was funded by Mattel, uncovered that girls aged 5-10 are less likely to raise their hand for leadership positions, such as stepping up to be in charge of a group activity, and also perceive social backlash from volunteering to take on more responsibility.

However, in the final stage of the study, researchers found that when exposed to female role models, girls – and boys – are more likely to volunteer to lead a group activity. This latest finding expands on ‘Dream Gap’ research that has shown that starting at age five, girls start doubting their potential and lose confidence in their own competence.

This year, Barbie Role Models illuminate the theme INSPIRING FOUNDERS shining a light on 12 women
from around the world to remind girls they can be anything. These women are leaders in their respective
industries of production, education, fashion and more, honoured with a one-of-a-kind Barbie doll in their
likeness – the highest honour the brand can bestow – as they continue to provide opportunities and
inspiration to girls everywhere.

“We know that children are inspired by what they see around them, which is why it’s so important for young girls to see themselves reflected in role models who’ve daringly pushed past roadblocks and overcome the Dream Gap to become the brave women they are today,”

Lisa McKnight, Senior Vice President and Global Head of Barbie and Dolls, Mattel.

“This International Women’s Day, we’re proud to honor 12 global trailblazing women to help empower the next generation of leaders by sharing their stories.”

Among this year’s global line up of Barbie Role Models include SHONDA RHIMES, who recently created the new Netflix show Inventing Anna and Bridgerton (and some other amazing shows!) and PAT MCGRATH who is the Makeup Artist and Founder of Pat McGrath Labs and has continued to launch obsession-worthy cosmetics, collaborations and curations that have pushed the boundaries of beauty like no other brand in the world.

In Australia, Barbie is honouring Jane Martino, the chair and co-founder of Smiling Mind, a not-for-profit
with a mission to provide accessible, life-long tools to support healthy minds – especially for kids and young people.

Smiling Mind is one of Australia’s most successful wellness apps with 6.4 million downloads and reaching
7.2 million young Australians. One third of educators in this country use Smiling Mind programs.

On being named among the 2022 Official Barbie Role Models, Jane says:

“I have always believed anything is possible, for myself and others. I have spent a life and career following my curiosity with purpose and intention – if I can support any young person to do the same, that makes me feel incredibly proud.”

Follow @barbie and @barbiestyle on social media and join in the celebration using #Barbie #BarbieRoleModels and #YouCanBeAnything.