Barbie unveils apparel line with England_s Red Roses
Mattel_s Barbie has unveiled its first-ever partnership with a sports team in the UK with England_s Red Roses_ the England Rugby women_s team_ as it looks to inspire the next generation of female rugby players through grassroots initiatives_ funding_ merchandise_ and storytelling.
The partnership comes as new research from Barbie and England Rugby_s Red Roses_ the number one ranked women_s rugby team in the world_ reveals that a third of girls disengage in sport by the age of 14_ driven by concerns over body confidence_ doubts in their ability and a lack of visible female role models in sport.
To address this and spotlight the power of sport_ Barbie and the Red Roses will be “sharing stories of overcoming obstacles_ celebrating individuality_ and pursuing passions_ all to inspire young girls across the UK and beyond”.
Barbie will also be donating 20_000 pounds to the RFU to increase the number of female players by increase access to clubs and coaching across England_ as well as supporting the RFU_s Girls_ Activity Days_ part of the Impact _25 Programme_ that aim to encourage and enable rugby clubs across England to attract more girls into rugby by offering multiple activities at their clubs_ alongside rugby.
In addition_ Barbie has collaborated with the Red Roses on a licensed apparel range_ produced by sportswear brand Castore_ which features empowering slogans and designs celebrating rugby. The range includes T-shirts and hoodies in sizes Junior XS to Adult 4XL_ with prices starting from £ 25. There will also be a special edition Barbie x Red Roses Gilbert rugby ball launching in October.
Alex Teasdale_ RFU executive director_ women_s game_ said in a statement: “We know how important the visibility of rugby is in attracting girls and boys to our sport and it_s been a core part of our strategy for the women_s and girls_ game for many years. We wanted to collaborate with Barbie to introduce the game to new audiences and champion female voices in the sport.”