Barbie to bond with bugs this fall


February 7, 2019



On Jan. 31, Mattel Inc. announced a worldwide licensing agreement between its Barbie brand and National Geographic to create a product line and content centered around exploration, science, conservation and research. The Barbie and National Geographic product line features career dolls and playsets highlighting occupations in which women are underrepresented including Wildlife Conservationist, Astrophysicist, Polar Marine Biologist, Wildlife Photojournalist and Entomologist. All dolls and playsets will come complete with relevant accessories authenticated by an advisory council comprised of female National Geographic Explorers, as well as National Geographic magazine editor-in-chief Susan Goldberg. Goldberg is also editorial director of National Geographic Partners.

“Barbie allows girls to try on new roles through storytelling by showing them they can be anything and, through our partnership with National Geographic, girls can now imagine themselves as an Astrophysicist, Polar Marine Biologist and more,” Lisa McKnight, senior VP and general manager, Barbie, said in a press release. “Barbie and National Geographic represent a powerhouse combination, and our joint creative efforts allow kids to explore the world and different career fields right in their own homes.”

To encourage learning and discovery, there will be a special promotion with dolls purchased online at select retailers. Additionally, related programming and content will roll out throughout the year on the Barbie YouTube channel.

“Helping people understand the world is, and always has been, the core purpose of National Geographic,” Goldberg said. “Through our partnership with Barbie, we are excited to reach kids in a new way, using the power of play to inspire our next generation of explorers, scientists and photographers.”

The product line will be available at retailers nationwide starting in Fall 2019. The dolls and accompanying career playsets are priced between $14.99 to $29.99 USD.


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