Source: Mattel

Barbie is throwing her hat in the ring for the 2020 presidential election. 

Mattel unveiled the Barbie 2020 Campaign Team today, a doll set and a full marketing program that highlights the importance of using your voice to vote and showing kids how to run a campaign. The new career set includes four dolls with important roles that can make a winning campaign, including a candidate, a campaign manager, a fundraiser, and a voter. The set features dolls of different ethnicities, including a Black candidate, to show all girls that they can rock leadership positions. The set is available at major online retailers starting today for $39.99.

Barbie has a long history of showing girls they belong in positions of power. In fact, Barbie has run for office seven times herself since 1992. The brand is partnering with She Should Run, a non-partisan non-profit that offers guidance and support to women thinking about running for office. She Should Run also participates in the Barbie Dream Gap Project and Help Her Lead, a course designed to inspire young girls to build political leadership ambition with help from adult role models.

“Since 1959, Barbie has championed girls and encouraged them to be leaders whether in the classroom, community, or someday, of the country,” says Lisa McKnight, SVP and global head of barbie & dolls, Mattel. “With less than a third of elected leaders in the U.S. being women, and Black women being even less represented in these positions, we designed the Barbie Campaign Team with a diverse set of dolls to show all girls they can raise their voices. Our goal is to remove barriers to leadership by giving girls the tools to imagine and play out their future roles.”

Families can download additional resources here, including play ballots, prompts for girls to write their own campaign speeches, and other educational activities.

About the author

Jackie Cucco

Jackie Cucco

Jackie Cucco was a Senior Editor of The Toy Book, The Toy Insider, and The Pop Insider. She covered toy trends, pop culture, and entertainment news, and made appearances on national and regional outlets, including CBS, WPIX, News 12, and more. Jackie spends her time watching horror movies and working her way through every Stephen King novel out there.