WASHINGTON: Naomi Osaka, a four-time Grand Slam singles champion, now has her own Barbie doll line.
The 23-year-old world No. 2 tennis star, who has used her platform to raise awareness about police brutality and racial inequity, has joined Mattel Inc’s effort to diversify its renowned toy brand with dolls based on other role models and professions.
“Being a part of the Barbie Role Model series and reminding young girls that they can make a difference in the world is such an honour. In a statement, Osaka, who grew up idolizing 23-time Grand Slam champion Serena Williams, said, “I want young girls everywhere to feel motivated to dream big.”
Mattel’s relationship with Osaka, Japan, is the latest example of companies getting more comfortable with taking a statement on social problems and relying on female athletes to attract new customers.
In April, Gap Inc’s Athleta brand announced a new gear relationship with four-time Olympic gymnastics champion Simone Biles, with a focus on diversity and inclusiveness.
Barbie dolls based on US soccer player Alex Morgan and Olympic fencer Ibtihaj Muhammad are also available from Mattel.
“Barbie is dedicated to honoring real-life role models […] exceptional women who are breaking barriers and inspiring the next generation,” Mattel said in a statement revealing the Osaka doll, which is dressed in a Nike tennis suit and holds a racket.
Following her withdrawal from the French Open for a mental health break, Osaka did not compete in the Wimbledon championships due to personal concerns. She will compete in the Tokyo Olympics later this month.
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