NEWS

Barbie and National Geographic announce global licensing agreement

Published on: 5th February 2019

The agreement will create a product line and content centered around exploration, science, conservation and research.

The Barbie and National Geographic product line features career dolls and play sets, highlighting occupations in which women are underrepresented including Wildlife Conservationist, Astrophysicist, Polar Marine Biologist, Wildlife Photojournalist and Entomologist. All dolls and play sets will come complete with relevant accessories authenticated by an advisory council comprised of female National Geographic Explorers, as well as National Geographic magazine editor in chief Susan Goldberg.

Lisa McKnight, senior vice president and general manager, Barbie, commented: “Barbie allows girls to try on new roles through storytelling by showing them they can be anything and, through our partnership with National Geographic, girls can now imagine themselves as an Astrophysicist, Polar Marine Biologist and more. Barbie and National Geographic represent a powerhouse combination and our joint creative efforts allow kids to explore the world and different career fields right in their own homes.”

To encourage learning and discovery, there will be a special promotion with dolls purchased online at select retailers. Additionally, related programming and content will roll out throughout the year on the Barbie YouTube channel.

Susan Goldberg, editor in chief of National Geographic magazine and editorial director of National Geographic Partners, added: “Helping people understand the world is, and always has been, the core purpose of National Geographic. Through our partnership with Barbie, we are excited to reach kids in a new way, using the power of play to inspire our next generation of explorers, scientists and photographers.”

The product line will be available from autumn 2019.

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