Overview

• The campaign marks International Day of the Girl by honoring Ilona Maher, Ellie Kildunne, Portia Woodman-Wickliffe and Nassira Konde with bespoke dolls modeled on their on-field looks.
• Mattel introduced a new Muscular body sculpt featuring a straighter athletic torso with visibly defined arms, shoulders, legs, core and back muscles to better reflect elite athletes.
• The company will sell an Ilona Maher Barbie at retail in fall 2026, while some coverage describes other dolls as one-of-a-kind gifts not currently slated for public sale.
• Mattel pledged donations to girls’ sports organizations in the U.S., U.K., New Zealand and France, including £20,000 to England’s Rugby Football Union to help grow female participation.
• The featured players endorsed the initiative with messages about confidence and role models, aligning with research that many girls disengage from sport by age 14.