Barbie's New Obsession Makes Me Happy – Sustainability

“Always leave things better than you found them.” – Barbie: The Pearl Princess (2014)  

Barbie is on her way toward leaving the world a better place than when she found it. Last week, Mattel introduced the Dr. Jane Goodall Barbie doll, a collectible doll made up of recycled plastic in honor of the famous conservationist Dr. Jane Goodall. The doll is accompanied by Dr. Goodall’s most famous subject, chimpanzee David Graybeard. Made from a minimum of 75% recycled ocean-bound plastic, it is certified as CarbonNeutral. It is also the first doll in the Inspiring Women Series to be made from recycled materials.

But there’s more to this special Barbie doll than what it is made up of! What’s more important is who it is made after – Dr. Jane Goodall is the world’s foremost primatologist who can probably tell you more about chimpanzees than any person in the world. At the young age of 26, Jane Goodall ventured into the wild world of humankind’s closest living relatives, with little more than a notebook, binoculars, and her fascination for wildlife, by her side. Owing to her remarkable bond with chimpanzees and nearly 60 years of groundbreaking work, Dr. Jane Goodall is a role model to many environmentalists and young scientists. According to Mattel, the Goodall Barbie doll will serve as an inspiration to young children to take steps towards sustainability and dream of a better future. 

In a global partnership with the Jane Goodall Institute’s Roots & Shoots program, Barbie will educate kids of all ages about their social and environmental impact. “My entire career, I’ve wanted to help inspire kids to be curious and explore the world around them – just like I did when I first traveled to Tanzania 62 years ago. I’m thrilled to partner with Barbie and encourage young children to learn from their environment and feel a sense that they can make a difference,” said Dr. Jane Goodall in a statement. “Through this partnership, I hope to inspire the next generation of eco-leaders to join me in protecting our planet and remind them they can be anything, anywhere – on the field, in the lab, and at the table.”

On July 12, 2022, Mattel also introduced the 2022 Barbie Career of The Year Eco-Leadership Team, with the vision to inspire young kids, especially girls, to dream of careers in science and conservation. The dolls in this set are made from recycled plastic (excluding the head and hair) with clothing made from recycled fabric and are all certified Carbon Neutral products. The team includes four dolls that represent four unique eco-leadership careers: Conservation Scientist, Renewable Energy Engineer, Chief Sustainability Officer, and Environmental Advocate. 

Women empowerment and conservation go hand-in-hand. Each of the dolls in the Eco-Leadership Team highlights a career field in which women are underrepresented. Lisa McKnight, Executive Vice President and Global Head of Barbie and Dolls, Mattel said, “Kids need more role models like Dr. Jane Goodall because imagining they can be anything is just the beginning – seeing it makes all the difference. We hope that this collection and homage to a groundbreaking pioneer for women in science and conservation inspires kids to learn more about green careers, how they can protect the planet, and act out sustainable stories through doll play.”

2021 saw Barbie getting an electric car with a bubblegum pink interior after the launch of The Future of Pink is Green campaign. As a part of this campaign, Barbie Loves the Ocean Collection was launched last month which includes three dolls whose bodies are made from 90% recycled ocean-bound plastic parts and an accompanying Beach Shack playset and accessories, made from plastic sourced within 50km of waterways in areas lacking formal waste collection systems. In 2020, Mattel also introduced several Fisher-Price and MEGA toys made from bio-based plastics, and UNO Nothin’ But Paper, the first fully recyclable UNO deck without cellophane packing materials. 

By 2030, Mattel is on track to achieve its sustainability agenda of 100% recycled, recyclable, or bio-based plastic materials in both its products and packaging and more than 75% fibers made of sustainable materials in its fashions. Barbie is now advocating for the environment and acting as a role model of sustainable living, which can inspire children to adopt better habits in their daily life.

It seems that Barbie’s new obsession will be there for a while, and good.