- Mattel launches new Barbie doll inspired by Chilean Paralympic athlete Francisco Mardones
Mattel has taken as inspiration the Chilean Paralympic athlete, Francisca Mardones Sepúlveda, to launch a new Barbie.
After experiencing a historic Olympic day, the Tokyo 2021 Paralympic Games have not been left behind and, so far, a few days after the end of the fair, they have given us an edition that will remain in our memories for many things.
Of course, the last few months have not been easy in different parts of the world, among which Japan stands out.The Delta variant of Covid-19 had an impact on the development of the Olympic Games and the Paralympic Games in such a way that each of the Jousting was held without an audience, not even at home.
Currently, in the context of the Paralympic Games, around 257 positive cases have been detected and there are still a few days left for these to be completed.
On the other hand, in Japan, to date, there are more than a million confirmed cases since the pandemic began, of which more than 16,000 people have lost their lives due to the disease.
Although, compared to other countries such as Mexico or others, the situation in the Asian country is not so extreme, what is true is that, in recent months, the concern of the Delta variant has hardened, which is why that it was decided not to admit the public to the Olympics or the Paralympics.
Despite this, in this case, the Paralympic Games continue to surprise the world and attract the attention of brands. This is the case of Mattel, a company that has decided to pay tribute to the Chilean Paralympic athlete, Francisca Mardones Sepúlvedad, world champion and world record putter.
Mattel is presenting a new Barbie inspired by the 43-year-old parathlete who, throughout her career, has managed to surpass her own records, and in these Paralympic Games she broke her own record in shot put.
The athlete made it known through her social networks, where, in addition, she shared some words regarding this tribute by Mattel:
“Yes, a Barbie like me !!! I am overflowing with the excitement to see a Paralympic shotgun barbie but especially because with this doll it will encourage more boys and girls in the world to be motivated by practicing sport !!! ”, he wrote on his Instagram account.
The setting for the Paralympic Games and any other sport is ideal for brands to connect with audiences. If we add to this that, particularly in these Paralympics, there has been a lot of emphasis on the issue of inclusion, it is a very well planned marketing move by Mattel.
In addition, let us remember that, in recent months, the brand has been involved in controversies about racism and the launch of some of its new Barbie dolls, which is why, also, joining the inclusive spirit of the Paralympics represents being in the trend that, from before the start, the Paralympic Games have wanted to draw up with the # WeThe15 campaign, which seeks to normalize the issue of disability in society.
Previously, Mattel has already launched different commemorative Barbie dolls, honoring, on the one hand, the most outstanding women in their fight against Covid-19, as well as others in which it has sought to join the “trending” of inclusion in marketing .
The eTokyo Paralympic Games will end on September 5 and, most likely, there will be several brands interested in making alliances with athletes.
Now read: