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Library/Product/Barbie with Down syndrome
Grade B25 sourcesHIS-01740

Barbie with Down syndrome

Product · 2023

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Mattel’s $10.99 Barbie with Down syndrome drew coverage and reports of Amazon stockouts.

Clip · TikTok
Clip · Barbie Life on YouTube
Barbie Introduces Its First Doll with Down Syndrome, Further Increasing Representation in the Toy Aisle
Mattel / Barbie
Official Mattel product photos of Fashionistas doll #208 with floral dress and pink ankle-foot orthotics.
Mattel
Mattel introduces first Barbie doll representing a person with Down syndrome | CNN Business
CNN Business
Für mehr Vielfalt im Spielzeugregal: Barbie® präsentiert ihre erste Puppe mit Down-Syndrom
Mattel Germany

Spread Score

How it works
Reach71Contagion35Breadth60Velocity49Longevity2451

Numbers

Gifted-creator campaign impressions; channels unspecified
16.1M
Self-reported · Barbie / Shorty Impact Awards
Milestone date
Week of Apr 25, 2023
Apr 25 ’23 to Week of Apr 25, 2023
Platforms
8
Started on Retail
Origin
Seeded
Toys & collectibles

Mechanics

  • Platform jumpPrimary
  • Press loop
  • Controversy
  • Sell-out loop

How it spread

Trace the origin

Mattel launched a $10.99 Barbie with Down syndrome with NDSS. The launch included planned TV and model promotion, TikTok reactions and Amazon stockout reports. Mattel later added a Black Barbie with Down syndrome.

Documented milestone; not a measured attention peak. Some dates are known only to the week, month or year.

Jan ’23FebAprMayJunAugOctJan ’24AprJulMattel / BarbieStarts · Apr 25 ’23MilestoneWeek of Apr 25, 2023u/MisfitDolliesJan 13 ’23Good Morning AmericaApr 25 ’23CNN / BBC / ReutersApr 25 ’23Ellie GoldsteinApr 25 ’23Caroline (@crawlita)Apr 25 ’23Down Syndrome NSWApr 26 ’23RedditRetailTVPressInstagramTikTokOpen webX
RedditRetailTVPressInstagramTikTokOpen webX

Timeline (16)

  1. January 2023

    u/MisfitDollies precursor · Jan 13 ’23

    A collector shared pre-release doll photos credited to @A_Plastic_Tan on Instagram.[1]

    Open the first post ↗

  2. April 2023

    Mattel / Barbie seed · Apr 25 ’23

    Mattel offered its first Barbie with Down syndrome online in limited quantities for $10.99.[2][3][4]

    Barbie Introduces Its First Doll with Down Syndrome, Further Increasing Representation in the Toy Aisle

  3. Good Morning America press · Apr 25 ’23

    GMA hosted a planned exclusive with NDSS representatives and families, arranged by Weber Shandwick.[5][6][7]

  1. press · Apr 25 ’23

  2. platform jump · Apr 25 ’23

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Spread the same way

Product · Open web · 202346

NYX x Barbie The Movie collection

NYX Professional Makeup

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4.2B impressions

1 / 8

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Do this

  1. 1Involve the represented community in design details that people can explain and share.
  2. 2
  3. 3

Every number (14)

  • US launch retail price“for $10.99 USD.”
    $11[3]

Press (5 outlets)

  1. Apr 25, 2023same dayABC News / Good Morning America · Barbie unveils first-ever doll with Down syndrome

You’ve seen 1 of 3 steps, 1 of 14 numbers and 1 of 5 outlets. Pro opens the rest, with all 25 sources.

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Open the rest of this case

  • 3steps to copy, the playbook
  • 14sourced numbers
  • 5outlets that covered it
  • 25sources, each linked

The same on every case, with alerts and decks.

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$13 a month, paid yearly.

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Origin
Seeded
Sector
Toys & collectibles
Region
US
Gifted-creator campaign impressions; channels unspecified
16.1M
Self-reported · Barbie / Shorty Impact Awards
Evidence
Grade B