Barbie is expanding its inclusive toy line by launching the first doll with Down syndrome.
The doll was released as part of the global Barbie Fashionistas lineup, and Day One was responsible for the launch in the Benelux. For this launch, we could count on the support of ambassadors such as the Flanders Down Syndrome Foundation and the influencers Jolien, mom of a child with Down syndrome, who is known on social media as @newyoungmomintown. In the Netherlands, we partnered up with model and influencer Enya, known on social media as @downsyndrome_queen, with whom we did a special photoshoot with.
The ambassadors joined Barbie in celebrating this important moment for the community and advocating for inclusion and understanding for people with Down syndrome. This resulted in 45 news articles, 8 print articles, over 61 social media placements, 2 TV publications and 3 mentionings on radio with a total reach of over 129 million.