Blind Barbie Makes Big Splash After Summer Release
“We recognize that Barbie is much more than just a doll; she represents self-expression and can create a sense of belonging," said Krista Berger, Senior Vice President of Barbie and Global Head of Dolls.
The Barbie Fashionista line of dolls is dedicated to promoting representation and inclusion across the Barbie product line. Mattel had released dolls in prior years representing individuals with other types of disabilities, and Blind Barbie would be the newest addition to the Barbie universe.
“It was an honor to collaborate with Barbie on the development of the Blind Barbie doll,” said Eric Bridges, AFB President & CEO. “By increasing representation and promoting awareness about the experiences of blind individuals and those with low vision, our shared goal is to inspire boundless opportunities for everyone, ultimately leading to a world of greater accessibility and inclusion.”
The project took over a year and received input from multiple AFB teams. From guidance from AFB’s research team on the look and feel of the doll to AFB’s Client Services providing WCAG 2.0 consultation for all digital assets, AFB worked with Mattel throughout the process.
The doll’s release coincided with another new addition to the Fashionista line, a Black Barbie doll with Down syndrome. News of the release quickly traveled around the world, gaining over one billion impressions globally during the first 24 hours of the product launch.
“As we move into the holiday shopping season, it’s exciting to know that Blind Barbie will be found playing with her friends in countless households of both sighted and blind children across the globe,” said Tony Stephens, assistant vice-president for communications at AFB. “This is what inclusion means, and AFB has been an honor to work with Mattel on such a historic launch.”
