Barbie launches first ever Barbie Fashionistas doll with Down’s Syndrome with British model & disability advocate Ellie Goldstein

In a groundbreaking move, as part of a global PR launch, the UK PR campaign saw Barbie introduce the first-ever mainstream doll with Down’s Syndrome, ushering in a new era of meaningful representation and purpose-driven inclusivity. By spotlighting British model Ellie Goldstein as a prominent voice in Down’s Syndrome community, Barbie communicated a powerful message about the need for more representation in the toy aisle.

The Fashionistas line is the most diverse doll in the market, with 175+ diverse looks and varied skin tones, hair types, body shapes, and dolls with disabilities such as prosthetic limbs, hearing aids, and wheelchairs. 

Developed in collaboration with the NDSS in the US and with the support of the UK Down’s Syndrome Association, the launch was accompanied by a powerful video and image campaign, garnering an impressive 769M reach and securing 614 pieces of coverage in the UK alone – Barbie’s best ever diversity campaign results.

Barbie worked with British model Ellie Goldstein to unveil the new doll and empower children worldwide to find a doll that authentically represents them. Aged 21, Ellie is the UK’s foremost model with Down’s syndrome. An advocate for expanding the definition of beauty, Ellie is the first model with Down’s syndrome to feature in major international campaigns and named to Business of Fashion 500 list. Notably, Ellie's momentous collaboration with Barbie coincided with her unveiling as a British Vogue covergirl.