Mattel to introduce ‘career’ Barbie range

Mattel is launching a range of Barbie dolls portraying different professions. The dolls aim to encourage young girls to think about their future career options, according to the company.

The “I Can Be” Barbie series will begin with the launch of Children’s Doctor Barbie and Kelly dolls next year. Each doll in the range will come with a selection of accessories appropriate to the career and an information booklet about the profession. For example, Children’s Doctor Barbie comes with an examination table and medical accessories including a stethoscope and a reflex hammer.

The range will be backed by a section on the dolls’ website, Barbie.com, where girls and their parents can learn more about career opportunities. The website will highlight a different career each month and profile real-life women working in that area. It will also feature information designed to help parents discuss careers with their daughters.

Mattel senior vice-president Anne Parducci says: “Barbie was created in 1959 with a career as a teenage fashion model. Since then, Barbie has introduced girls to various professional opportunities through the roles she has adopted. With the new I Can Be career series, Barbie continues to show girls that they can achieve anything.”

Barbie has had more than 80 careers, including Olympic athlete and presidential candidate. Earlier this year Mattel teamed up with McDonald’s to launch a Barbie doll dressed in a McDonald’s uniform, complete with a plastic cash register and food tray (MW May 10).

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