By Gary Symons
TLL Editor in Chief
Barbie is getting stronger—literally—as Mattel introduces a new lineup of dolls honoring female rugby stars from around the world.
The collection was created in celebration of International Day of the Girl on October 11. The initiative, called Team Barbie, features four professional rugby players who have become global role models for strength, confidence and inclusivity in a sport long dominated by men. Each athlete will be honored with a one-of-a-kind Barbie doll created in her likeness.
The roster includes Ilona Maher of the United States, an Olympic medalist and social media personality known for her outspoken advocacy of body positivity; Ellie Kildunne of England, a key member of the Red Roses and 2024 World Rugby Player of the Year; Portia Woodman-Wickliffe of New Zealand, a two-time Olympic and World Champion; and Nassira Konde of France, an Olympic medalist celebrated for her leadership and commitment to inclusion in sport.
Mattel said Maher’s doll will go on sale in 2026 and will debut a new Barbie body sculpt designed to reflect the build of strong athletes; a notable evolution for a brand that has often faced criticism over unrealistic body standards.
“Team Barbie represents women who embrace their strength, resilience, and confidence both on and off the field,” Mattel said in a statement. “These athletes embody the power of believing in yourself and showing girls everywhere that confidence can take many forms.”
The project builds on Barbie’s long-running “You Can Be Anything” campaign, which has aimed to highlight female role models in a range of fields from science and technology to politics and sports. In recent years, the brand has honored figures such as tennis star Naomi Osaka, gymnast Gabby Douglas, and soccer icon Megan Rapinoe.
As part of the Team Barbie rollout, Mattel commissioned a study to explore the barriers preventing girls from participating in sports. Conducted in the home countries of the featured athletes — the U.S., U.K., France and New Zealand — the research surveyed 3,400 parents and girls ages 6 to 14.
According to the findings, one in three girls stops playing sports by age 14, with many citing body confidence issues, self-doubt and a lack of visible female role models as reasons. Only 53% of girls in that age group said they feel confident while playing sports, with fear of making mistakes identified as the top reason for self-consciousness.
Parents surveyed largely agreed that visibility matters, with 26% saying more female role models in sports would encourage girls to stay involved, while nearly half pointed to lingering social attitudes that discourage female participation. The study also found broad recognition of sports’ positive effects, with 81% of parents saying athletic involvement can help their daughters achieve future goals.
Ilona Maher, whose doll will become part of Barbie’s retail lineup, has become a recognizable figure for challenging stereotypes around women’s bodies in sport. “This is about showing girls that strength and confidence are beautiful,” Maher said.
The company said the Team Barbie campaign is part of its broader mission to inspire the next generation of leaders and changemakers. And with rugby dolls soon joining Barbie’s ranks, the brand appears ready to tackle new ground in its pursuit of empowering girls worldwide.