Captain Zoe Aldcroft, prop Sarah Bern, and back-row Sadia Kabeya inaugurated the partnership.
2025 Women’s Rugby World Cup
Venue: England Date: 22 August – 27 September
Coverage: Comprehensive coverage of every England, Scotland, Wales, and Ireland match will be available live on BBC One or BBC Two. Additionally, all games will be streamed live on BBC iPlayer and the BBC Sport website and app, with further coverage on BBC Radio 5 Live and Sports Extra.
England’s women’s rugby union team is set to become the first UK sports team to collaborate with Barbie, though the partnership’s initial phase does not include the brand’s signature dolls.
While notable athletes such as Dina Asher-Smith and Nicola Adams have previously been immortalized as Barbie dolls, the Red Roses’ collection will initially feature t-shirts, hoodies, and replica rugby balls.
According to the Rugby Football Union, “This collaboration seeks to inspire the next generation of female rugby players through grassroots initiatives, funding, merchandise, and impactful storytelling.”
As part of the agreement, Mattel, the parent company of Barbie, will donate £20,000 to the RFU to enhance girls’ access to rugby clubs and coaching opportunities across England.
Mattel has a history of creating Barbie dolls representing prominent sporting figures, including American Olympic champion gymnast Gabby Douglas, fencer Ibtihaj Muhammad, snowboarder Chloe Kim, and golfer Lorena Ochoa.
British athletes who have been similarly honored include London 2012 Olympic champion Nicola Adams, world champion sprinter Dina Asher-Smith, and skateboarder Sky Brown.
The partnership has the potential to expand, particularly with England considered a frontrunner for the upcoming Rugby World Cup on their home turf. Their campaign is scheduled to commence on Friday, August 22, against the United States in Sunderland.
Barbie has faced past criticism regarding the promotion of unrealistic body ideals.
In her 2000 publication, “Body Wars,” psychologist Margo Maine noted, external that if Barbie’s proportions were scaled to human size, her measurements would align with diagnostic criteria for anorexia.
The brand introduced a more diverse range of body types, hair textures, and skin tones in 2016. Furthermore, the 2023 film “Barbie,” licensed by Mattel, directly addressed the gender norms and body image issues previously associated with the doll.
Upon the release of her Barbie doll in 2020, Dina Asher-Smith expressed her satisfaction that the doll accurately reflected her physique.
“The muscle tone was the most crucial aspect for me, as I believe it is vital for young girls to see all facets of femininity,” she stated.
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Barbie is also providing support to the RFU’s Girls’ Activity Days program, which aims to introduce girls to the sport of rugby. Over 400 clubs are hosting these events throughout the summer.
“We recognize the significance of rugby’s visibility in attracting both girls and boys to our sport, and this has been a fundamental element of our strategy for the women’s and girls’ game for many years,” stated Alex Teasdale, RFU Executive Director of the Women’s Game.
“Our collaboration with Barbie is intended to introduce the sport to new audiences and to champion female voices within rugby.”
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“Yes!” – World champion Asher-Smith made into toy doll
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