The company posted gross revenue of approximately $1.7 billion in 2021.
The brand explained that the design is part of its new Fashionista line.
With these models, Mattel seeks to help children “see themselves reflected.”
It is increasingly common to see brands and companies being inclusive of the most vulnerable communities in the world. This has been demonstrated by Mattel, which has designed a Barbie with Down Syndrome for the first time in its history.
In recent years, the growth of the inclusive consumer has scored a big number for everyone involved, That is why brands are increasingly launching products, services and even projects where they are in favor of diversity.
Today more than ever, social values are determining purchasing decisions, and a Google survey conducted in October 2021, revealed that two in three consumers said their social values strongly influence their purchasing choices.
In fact, according to the same source, marketing that displays inclusive or diverse qualities is causing a revolution in the market. According to McKinsey & Companybig consumer retail brands are moving quickly to cater to this group of clients that is also influencing the global market.
Barbie’s new design
An iconic toy known around the world, Barbie continues to amaze with her inclusive designs. Mattel introduced the Barbie with down syndrome, which is part of the Barbie Fashionista line that began in January 2020.
Let’s remember that in recent years Mattel’s doll catalog has expanded, so it already has a transgender, a millionaire Afro-descendant and even a version of Queen Elizabeth.
Now, the toy brand, which reported gross revenue of approximately $1.7 billion in 2021, added his new model, recognizing that it is more than an instrument of fun, and that his doll is also an aspirational model.
With this design, the firm wants its users to feel identified with its product lines. This new toy will have among its accessories orthopedic anklets and the color of the dress will be yellow, blue, pink and their variants.
The brand explained that the reason for these colors is to represent trisomy 21 that causes the genetic disorder of this syndrome.
Given this, on the company portal you can read: “Barbie celebrates diversity and offers endless possibilities to create stories and explore fashion”.
So she hopes that with the inclusive range of dolls, girls can see how much fun it is to express their personality through their style.
“They are the ideal gift for fashion-loving girls everywhere,” they add.
In 2022, the emblematic brand of dolls surprised by its inclusive vision by presenting its collection of dolls where one has hearing aids (prosthesis for hearing disabilities), even a Ken doll with vitiligo, a skin condition.
On that occasion, the multinational added that children should also be encouraged to play with dolls that do not look like them to help them “understanding and celebrating the importance of inclusion”, a theme that is very present in today’s society.
In conclusion, brands are the main advantage and model that people see, which is why joining their efforts on these issues is very important, especially when inclusive consumers increase daily, and they want to spend more on small but inclusive brands, which they know they are underrepresented on store shelves.
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