Barbie® and Girl Scouts Partner to Create First-Ever Barbie® Patch

Barbie® and Girl Scouts Partner to Create First-Ever Barbie® Patch

The New “Be Anything, Do Everything” Patch Encourages the Next Generation of Girls to Explore Career Options and Leadership Opportunities

EL SEGUNDO, Calif.--(BUSINESS WIRE)-- Today, Barbie® and Girl Scouts of the USA (GSUSA) announced a unique partnership to create the first-ever Barbie® “Be Anything, Do Everything” patch. The participation patch is designed to inspire the next generation of female leaders by encouraging girls to explore career possibilities through exciting new program activities.

With more than 135 diverse careers under her belt, Barbie® doll has been a trailblazer for more than five decades. And, for over 100 years, GSUSA has been the premier leadership organization dedicated to building girls of courage, confidence and character, who make the world a better place. In the spirit of Barbie® doll’s aspirational career path and GSUSA’s heritage, the “Be Anything, Do Everything” participation patch allows Girl Scout Daisies and Brownies (girls in kindergarten through third grade) to explore career choices through the “I Can Be…” activity booklet.

“Together with the Girl Scouts, we hope to inspire young leaders and help girls explore all their career possibilities," said Cathy Cline, Vice President of U.S. Marketing, Mattel Girls’ Brands. “For over 50 years, Barbie has encouraged girls to dream and explore a world without limits. This partnership allows us to reach girls with an empowering message and provide them with a new platform to discover and dream.”

“This partnership will allow Girl Scouts to offer an engaging and interactive new leadership experience, one that leverages the appeal of Barbie in order to encourage girls to explore exciting new career possibilities,” said Anna Maria Chávez, CEO of Girl Scouts of the USA. “We are tying the fun girls have playing with Barbie to an opportunity to gain insight into the careers of today and tomorrow, through patches and discovery along the way. Like the Girl Scouts, Barbie is an American icon, and together, we are teaching girls that their future is wide open with possibilities, and that they can accomplish anything they set their sights on in their career.”

“Be Anything, Do Everything”

The partnership is founded on the development of activities that encourage and inspire girls around the country to explore a variety of careers. With the core theme “Be Anything, Do Everything,” this partnership reaches girls online and offline, and includes:

  • Be Anything, Do Everything Exploration: The “I Can Be…” activity booklet is offered in English and a bilingual English and Spanish version, a first for Girl Scouts, for girls to enjoy with their family, troop members and friends. The booklet includes activities for girls to explore a variety of careers. For example, girls can pick a GSUSA badge topic and “map out” all the interesting careers that relate to that topic. The booklet allows space for girls to capture, via drawing and storytelling, career ideas that have sparked their imaginations.
  • Special Patch: Girls who enjoy the booklet activities can collect a special “Be Anything, Do Everything” patch which can be worn on their Girl Scout uniforms.
  • Digital Game and Poll: The GSUSA For Girls website will include activities that further encourage girls to explore the careers that interest them.

About Mattel

Mattel, Inc. (NASDAQ:MAT) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends®, Fisher-Price® brands, including Little People®, Power Wheels®, as well as a wide array of entertainment-inspired toy lines. In 2013, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the sixth year in a row. Mattel also is ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 40 countries and territories and sells products in more than 150 nations. At Mattel, we are Creating the Future of Play. Visit us at www.mattel.com, www.facebook.com/mattel or www.twitter.com/mattel.

About Girl Scouts of the USA

Founded in 1912, Girl Scouts of the USA is the preeminent leadership development organization for girls, with 3.2 million girl and adult members worldwide. Girl Scouts is the leading authority on girls' healthy development, and builds girls of courage, confidence, and character, who make the world a better place. The organization serves girls from every corner of the United States and its territories. Girl Scouts of the USA also serves American girls and their classmates attending American or international schools overseas in 90 countries. For more information on how to join, volunteer or reconnect with, or donate to Girl Scouts, call 800-GSUSA-4-U or visit us at www.girlscouts.org or on Twitter at @girlscouts.

MAT-B



Mattel/Barbie PR Contact:
Marissa Beck, 415-984-6218
marissa.beck@ketchum.com
or
GSUSA Contact:
Alyson Campbell, 646-218-6037
ACampbell@crt-tanaka.com

KEYWORDS:   United States  North America  California

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