Mattel's tie-up with Japan's Osaka is the latest example of brands becoming more comfortable with taking a stand on social issues and banking on partnerships with female athletes to pull in new customers.
The 23-year-old world No. 2 tennis player, who has used her position to call attention to issues of police violence and racial inequality, became a part of Mattel Inc's push to make its iconic toy line more diverse with dolls based on different role models and professions.
Barbie is committed to celebrating real-life role models... remarkable women who are breaking boundaries and inspiring the next generation
/Passle/60211dc9e5416a0c14bc63d4/MediaLibrary/Images/2024-07-25-19-34-58-437-66a2a8e2012a075bf2d3886e.jpg)
The global issues we face are challenging and interconnected. They can seem insurmountable. But if you know where to look, co-operation, positive change and hope are all around us. Build Beyond Ever Better is a project that recognises the progress being made, and the amazing people who are making a difference. Share your own hopes, pledges and projects with #BBEB, or become a contributor.
Please read our BBEB Charter PDF.
/Passle/60211dc9e5416a0c14bc63d4/SearchServiceImages/2026-08-28-21-08-00-332-6a91f8b0de355275bbc2047e.jpg)
/Passle/60211dc9e5416a0c14bc63d4/SearchServiceImages/2026-09-01-19-40-59-331-6a972a4bf9386af8ea707113.jpg)
/Passle/60211dc9e5416a0c14bc63d4/SearchServiceImages/2026-09-03-11-57-48-238-6a9960bc7466c353608a92a5.jpg)
