Mattel’s Barbie has launched the first-ever doll with Down syndrome in an effort to be more inclusive when it comes to representing all kinds of children.

Down’s Syndrome is a condition where people are born with some level of intellectual disability and some typical physical features because they are born with an extra chromosome. Before designing the doll, Mattel authorities consulted the NDSS and medical professionals to consult over the design process.

The Barbie has a new face and the shape of the body is illustrative of women with Down’s syndrome. The doll was given a shorter frame and a longer torso. The doll was dressed in a puff-sleeved dress with a butterflies pattern and yellow and blue colors. The symbols are associated with Down’s Syndrome awareness.

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Launch

Mattel has teamed up on the campaign with British model Ellie Goldstein who has the condition, in order to mark the historic launch. She is a 21-year-old Vogue cover model as well as a model for Gucci Beauty and Adidas.

“I am so happy that there is a Barbie with Down’s Syndrome,” she said. “Seeing the doll, I felt so overwhelmed – it meant a lot to me and I’m so honored and proud that Barbie chose me to show the doll to the world. Diversity is important to me as people need to see more people like me out there in the world and not be hidden away.”

Cost

The doll is part of the 2023 Fall Fashionistas dolls. They are available in limited units and one can order one online now. They will be hitting the stores this summer and Fall at major retailers for $10.99.

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NDSS

Mattel partnered with the National Down Syndrome Society (NDSS) in the US before bringing out their latest creation. “It was an honor working with Barbie on the Barbie doll with Down’s syndrome,” said Kandi Pickard, the NDSS president and chief executive. “This means so much for our community, who for the first time can play with a Barbie doll that looks like them. This Barbie serves as a reminder that we should never underestimate the power of representation. It is a huge step forward for inclusion and a moment that we are celebrating.”

Real Women criticism

Barbie dolls date back to 1959. They featured long legs, a skinny waist, and blonde hair. According to Academics from the University of South Australia, the likelihood of a real-life woman having Barbie’s body shape was one in 100,000. As a result, there were many groups that boycotted the original Barbie and urged the makers to come up with dolls with more realistic body types which represented other minority groups.

Inclusivity

Over the years, Mattel created dolls with a hearing aid, a prosthetic limb, and a wheelchair. They said they wanted to bring out the doll to “enable all children to see themselves in Barbie”.

Curvy Barbie, Tall Barbie and Petite Barbie were created in 2016. Also, barbies with a wide range of skin tones and ethnicities were introduced.

Lisa McKnight, global head of Barbie & Dolls at Mattel said that the hope was that the dolls would “teach understanding and build a greater sense of empathy, leading to a more accepting world.”