This Barbie is a rugby player.
Today, Mattel announced a team of four new Barbie dolls modeled after professional rugby players, just in time for International Day of the Girl.
The four dolls are one-of-a-kind likenesses of four internationally renowned athletes: Ilona Maher, Ellie Kildunne, Portia Woodman-Wickliffe, and Nasirra Konde.
Each of these players has a history of showing their confidence on the playing field and encouraging young girls to do the same.
Ilona Maher in particular skyrocketed to fame as an Olympian rugby player unafraid to show off her broad shoulders and signature red lip — in addition to her medal-winning athletic prowess.
She became a social media star posting behind-the-scenes content as an athlete and continuing to champion body positivity on “Dancing With The Stars.”
“We all doubt ourselves at times, myself included. But I am where I am today, because I kept showing up anyway. Even through tough practice days or days I didn’t feel my best, I continued to put in the work, strengthen my skills, and believe in my ability. Which grew my confidence in myself and my career,” Maher said in a statement.
“I’m proud of how far I’ve come, and I’m not afraid to say it. If sharing my story can inspire other young girls to believe in themselves the way I have, then I’ll have truly made an impact.”
Maher’s Barbie doll won’t just be a one-time model but will actually be on store shelves in 2026. And Mattel is making a first-of-its kind new body build to reflect Maher’s strength and femininity.
The Ilona Maher Barbie doll will feature an all-new body sculpt designed to reflect the build of many female athletes.
“The Muscular sculpt celebrates strength with a straighter, more athletic torso, visibly defined arms, shoulders, and legs, plus sculpted core and back muscles,” a press release from Mattel detailed.
“She's been hitting the gym,” Maher joked to Reuters.
Seeing herself depicted in the iconic Barbie doll form means a lot to Maher.
“Being part of Team Barbie is about showing girls that confidence isn’t something to shy away from, but something to own,” Maher continued in a statement.
“I’m honored to use my platform to empower the next generation to find that spark of confidence within themselves and let it drive them toward unlocking their limitless possibilities.”
In addition to releasing this female athlete Barbie, the company also conducted a study across the United States, United Kingdom, France, and New Zealand – the home countries of the four Team Barbie rugby players — to better understand girls’ confidence and how it relates to athletics.
Their research found that one in three girls disengages from sports by age 14, citing body confidence concerns, self-doubt, and a lack of visible female role models.
Well, these dolls hope to play a role in boosting that visibility.
“At Barbie, we believe that girls can be, and do, anything,” Krista Berger, Senior Vice President of Barbie, Mattel, said in a statement.
“We’re committed to breaking down the barriers — from gender stereotypes to self-doubt — that hold girls back from realizing their limitless potential.
Along with the new campaign, Mattel will make a donation to girls’ sports organizations in the four countries of the Team Barbie athletes “to fund programming focused on unlocking girls’ confidence.”
“By showcasing the stories of incredible role models whose confidence has fueled groundbreaking success, we’re showing girls that the future of sports – or wherever their passion takes them – is theirs to claim,” Berger added, “with Team Barbie cheering them on.”
Maher agrees.
“Barbies are the ultimate image of beauty and femininity. And so that's what we grew up seeing every day,” she told Reuters.
“What I want is that when girls play with this and they see my Barbie and the broad shoulders and the big arms, that can kind of shape their views of beauty, as well.”
You may also like: First-ever Blind Barbie creates a 'sense of belonging' for disabled children
Header image courtesy of Mattel
