Mattel unveils a doll model with Down syndrome

Inclusiveness is now the watchword of Mattel’s business strategy. The toymaker launched a new model of Barbie doll with Down syndrome on Tuesday, with some of the physical traits associated with this genetic anomaly.

“Our goal is to allow all children to find themselves in Barbie, but also to encourage them to play with dolls that do not look like them,” said Lisa McKnight, Barbie brand manager, in a press release. Designed in collaboration with the National Down Syndrome Society (NDSS), an American organization dedicated to people with Down syndrome, this new version of the Barbie series is available online and will go on sale in stores this summer.

A smaller size doll than the average Barbie

The doll has a longer torso in relation to the rest of her body, smaller ears, a flat nose bridge, almond-shaped eyes, and is shorter than the average Barbie, characteristics typically seen in people with Down syndrome.

Trisomy 21, also called Down syndrome, is a congenital chromosomal condition that results from the presence of an extra chromosome at the 21st pair (out of 23 in total). In addition to the physical traits, it generates a generally mild to moderate intellectual disability.

Declining turnover

After having proposed, for decades and with a few exceptions, a white and blonde Barbie, Mattel has multiplied, in recent years, the openings to diversify the profile of the famous doll. At the beginning of 2016, the Californian company notably launched “round”, “small” and “large” versions of Barbie. Mattel now claims 175 different models of Barbie.

Revenue from Mattel’s doll division, on the other hand, fell 9% in 2022, mainly due to the slowdown in sales of Barbie and the American Girl and Spirit lines.

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