Mattel has become the first children’s entertainment company to join the UK Chapter of the Unstereotype Alliance, an organisation acting to eradicate harmful stereotypes in media and advertising and encouraging the advertising industry to become a force for good.
Front and centre of Mattel’s involvement will be its iconic Barbie brand which, over the past seven years, has evolved to be more reflective of the world girls sees around them by introducing more than 175 diverse new looks, including five body types, 22 skin colours, 76 hairstyles, 94 hair colours, and 13 eye colours.
Through the campaign, Mattel is committed to being a responsible corporate citizen, supporting the communities in which ??they live, work, and play and contributing to a more diverse, equitable, inclusive, and sustainable future. This is further reflected in Mattel’s Diversity, Equity & Inclusion Goals, with the company having recently achieved 100% pay equity for all employees performing similar work globally.
By becoming a member of the ??Unstereotype Alliance, Mattel has reinforced ??its commitment to not only eliminate stereotypes through its work, but to be progressive in its approach.
Claire Barnett, executive director of UN Women UK, said: “In order to achieve the systemic change required to create a more equal world for all, it is critical that we address the stereotypes they affect everything from the toys children play with to the roles they expect to take as they grow up.
“We are excited to welcome Mattel into the UK Chapter because their ability to speak directly to children and their parents gives them the power to effect tremendous positive change. We’re looking forward to bringing their influence and expertise to the Chapter.”
Nicolas Houssin, vice president of marketing Mattel EMEA said: “The Barbie brand has the most diverse and inclusive fashion doll line, we take great responsibility in providing children with dolls that reflect the world around them.
“We’re proud that this level of diversity is carried throughout our brands and know that as the custodians of ??a large portfolio of family brands??, it is our responsibility to be an ally in all walks of life.
“??Negative stereotyping has no place in any sort of media or advertising. Our membership in the UK chapter is a small but important part of showing our commitment to positively shaping our industry, ultimately ??affecting our work with partners, suppliers, and customers.”
The Unstereotype ??Alliance has 237 members across the globe and national chapters including Australia, Brazil, India, Japan, Kenya, Mexico, Nigeria, South Africa, Turkey, the UAE and the UK. More information can be found at https://www.unstereotypealliance.org/en.
The announcement coincides with Mattel’s International Women’s Day activity this week that saw the launch of a collection of Barbie dolls based on some of the leading figures in STEM, including the UK’s own national treasure, Dr Maggie Aderin-Pocock, a beloved space scientist and science educator.
“Barbie is dedicated to showcasing women who are role models from all backgrounds, professions, and nationalities so that girls around the world can see themselves in careers that might not always seem as accessible,” said Lisa McKnight, executive vice president and global head of Barbie & Dolls, Mattel.
“STEM is a field where women are severely underrepresented, and our hope is that honoring these seven leaders in science and technology will encourage girls to follow their passion in this field. This International Women’s Day, we’re proud to continue our work in closing the Dream Gap and reminding girls of their limitless potential.”
The Barbie brand’s lineup of global female role models includes three exceptional sisters from the United States – Susan, Anne, and Janet Wojcicki – who can serve as inspiration in a variety of STEM fields for the next generation of women leaders.
The full global lineup being honored with one-of-a-kind Barbie dolls made in their likeness includes:
- Susan Wojcicki (United States): Longtime YouTube CEO
- Anne Wojcicki (United States): Co- Founder and CEO of 23andME
- Janet Wojcicki (United States): Professor of Pediatrics and Epidemiology at the University of California, San Francisco
- Katya Echazarreta (Mexico): Electrical Engineer and Science Show Host
- Dr Maggie Aderin-Pocock (United Kingdom): Space Scientist and Science Educator
- Prof Dr Antje Boetius (DE): Marine Researcher and Microbiologist
- Yinuo Li (China): Co-Founder of ETU Education
