How a Barbie with Down syndrome can help make the world a more accepting place

Children’s early childhood experiences shape what they imagine to be possible. With its new doll, Mattel hopes that girls with Down syndrome will not only be able to see themselves reflected in Barbie, but that the toy will also help to combat social stigma and build empathy and acceptance among all children, explains Sanjay Luthra. // Banner image: Mattel, Diversity Ambassadors
How a Barbie with Down syndrome can help make the world a more accepting place
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Diversity, inclusion and representation matter. I know this because I grew up in India and now work for an inclusive multinational company making toys that reflect not just the few, but the many – representing the entire world around us.

Mattel’s mission is to inspire, entertain and help children develop through play. If they see themselves and others represented in the toys they play with, children can develop empathy, one of the key skills needed for the future. But diversity in toys will also inspire children to dream big.

Like Ellie Goldstein who, at just five years old, decided she was going to be a fashion model. In 2020, aged 18, she won a place in the history books as the first person with Down syndrome to model for Gucci in its Unconventional Beauty campaign.

Also on the Forum Network: A Little Bit Extra: Why society must do more to end the stigma of Down syndrome by Nicola Enoch, Chief Executive Officer, DSUK,  Positive about Down syndrome
Although we've become more tolerant as a society, ableism and discrimination towards those with Down syndrome and other learning disabilities persist—and have gone unchallenged for too long, highlights Nicola Enoch, CEO of DSUK I Positive about Down syndrome.

“Diversity is important to me as people need to see more people like me out there in the world and not be hidden away,” says Ellie, who now campaigns for a broader view of beauty across the fashion industry.

Celebrating our first Barbie with Down syndrome

This year, Mattel has taken a crucial new step in its diversity and inclusion journey.

In a landmark moment for the whole toy industry to celebrate, we have created the first ever Barbie with Down syndrome, a genetic condition in which people are born with an extra chromosome – and we’re very proud that Ellie is one of our eight ambassadors from the Down syndrome community in EMEA.

“I am so happy that there is a Barbie with Down syndrome,” Ellie said at its launch.

“Seeing the doll, I felt so overwhelmed – it meant a lot to me and I’m so honoured and proud that Barbie chose me to show the doll to the world.”

We hope that girls with Down syndrome, like the once five-year-old Ellie, will not only be able to see themselves reflected in Barbie, but that the toy will also help to combat social stigma and build empathy and acceptance among all children.

As part of Mattel’s commitment to promote the rights of people and children with disabilities and end discrimination, in alignment with the UN Convention on the Rights of Persons with Disabilities and the 2021-30 EU Disability Rights Strategy, it’s important we work with local ambassadors across the region to raise awareness and acceptance of Down syndrome.

Our ambassadors include German model and activist, Nathalie Dedreux; French city councillor and author Éléonore Laloux and Enya, a model and influencer from the Netherlands.

We hope that girls with Down syndrome, like the once five-year-old Ellie, will not only be able to see themselves reflected in Barbie, but that the toy will also help to combat social stigma and build empathy and acceptance among all children.

Representing people with Down syndrome

We believe all children should have the joy of play and see themselves and others represented in the toys they play with.

We make toys and characters for, and most importantly with, children with disabilities and their families. These include: Bruno the Brake Car in the Thomas & Friends: All Engines Go series, in collaboration with autistic writers and organisations; and the Hot Wheels remote-controlled wheelchair, which honours US Paralympian and five-time Wheelchair Motocross World Champion Aaron “Wheelz” Fotheringham.

For our latest Barbie Fashionista doll, we wanted not only to accurately represent a person with Down syndrome, but also celebrate the Down syndrome community.

We developed the 2023 Barbie Fashionistas Doll closely with the US National Down Syndrome Society, to ensure she would be an empowering representation of a woman with Down syndrome.

In a collaborative, purposeful design approach, we created a new face and body sculpt and have provided Barbie with orthotics, which some children with Down syndrome need to wear. We have also included butterflies and blue and yellow on her clothes – symbols and colours associated with Down syndrome awareness. 

Playing towards a more inclusive world

It’s important for children with Down syndrome to feel accepted, but also for other children to learn about acceptance and inclusion.

Children’s early childhood experiences shape what they imagine to be possible.

Playing with dolls can help children to develop empathy, as our multiyear study with Cardiff University, Exploring the Benefits of Doll Play through Neuroscience, has found.

The Barbie Fashionistas line has introduced over 175 looks, offering children a variety of skin tones, eye colours, hair colours and textures, body types, disabilities and fashions, so they can tell more stories and develop their empathy skills further.

Since we introduced a Barbie Fashionista doll with a wheelchair in 2019, she has consistently been a top-performing doll, which makes me believe children are choosing to play out the world they see around them.

Children’s early childhood experiences shape what they imagine to be possible. It’s my sincere hope a more diverse toy industry can inspire children to become the next Ellie – and help to create a more inclusive, accepting world for all children.





To learn more, read also the OECD report Equity and Inclusion in Education: Finding Strength through Diversity

Governments and education policy makers are increasingly concerned with equity and inclusion in education due to several major global trends such as demographic shifts, migration and refugee crises, rising inequalities, and climate change. These developments have contributed to increasing diversity within national populations and flagged some concerns around the ability of education systems to be equitable and inclusive of all students.

And find out more about the OECD Education for Inclusive Societies Project

The OECD Education for Inclusive Societies Project is designed to respond to the increasing diversity that characterises education systems, and seeks to help governments and relevant stakeholders achieve more equitable and inclusive education systems as a pillar to create more inclusive societies.

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