Barbie and England Rugby’s Red Roses Join Forces
Mattel Inc.’s Barbie® brand announces a partnership with the Red Roses – England Rugby’s Women’s team – ahead of a huge summer for women’s sport in the UK. Marking Barbie UK’s first-ever partnership with a sports team, the collaboration aims to inspire the next generation of female rugby players through grassroots initiatives, funding, merchandise, and powerful storytelling. Featuring three exceptional Red Roses players, team captain Zoe Aldcroft, Sarah Bern, and Sadia Kabeya – the partnership celebrates their inspiring journeys.
The partnership comes as new research from Barbie, the leading girl’s empowerment brand and England Rugby’s Red Roses, the number one ranked women’s rugby team in the world, reveals that a third of girls disengage in sport by the age of 14, driven by concerns over body confidence, doubts in their ability and a lack of visible female role models in sport.
To address this and spotlight the power of sport in unlocking confidence, ambition, and resilience in girls, Barbie and the Red Roses are sharing stories of overcoming obstacles, celebrating individuality, and pursuing passions, all to inspire young girls across the UK and beyond. Zoe Aldcroft, Captain of the Red Roses, says: “As Red Roses captain, I’m passionate about inspiring the next generation and getting more girls into rugby. That’s why we’re so excited for the upcoming home tournament – playing across the country gives us the chance to reach girls nationwide and show them what’s possible. Rugby has given me so much; confidence, friendships and a platform. I want every girl to know there’s a place for them in this game too.”
Of the 1,000 girls surveyed, many said they felt less confident playing sport when they were shouted at (27%), had fears of getting things wrong (34%), or if they didn’t feel strong or fast enough (21%). Despite the progress made by women’s sports teams, gender stereotypes remain a significant barrier with only 28% of girls believing all sports are for both genders and 38% of girls still viewing rugby as a sport more suited to boys. Yet the appetite for greater representation is clear as research found 80% of girls want to see more women’s sport on TV, and 59% of parents saying rugby helps build girls’ confidence, strength, and self-esteem.
Seeking to challenge those narratives by showing girls what’s possible when they stay in the game, Sadia Kabeya, Red Roses star, adds: “If you can’t see it, you can’t be it, that’s why this campaign is so important in showing that sport is for them. Sport teaches you confidence, teamwork and helps you create connections. When girls see women like them playing sport, it helps them believe they belong too. Whatever they dream of being, it starts with knowing it’s possible.”
More than half of parents felt that social attitudes discourage girls from staying involved within sport, 17% cited body confidence concerns as the reason their daughters stopped or never engaged in sport, while 18% believe they lacked confidence in their own ability.
With hopes of challenging these barriers and inspiring the next generation, Sarah Bern, Red Roses star, shared her own journey into sport. “When I was young, I felt that society put pressure on women to conform to looking a certain way, but some people are built different – I’m built different. I didn’t necessarily feel like I fitted in, but rugby was a place that I was celebrated. My size was powerful. I want young girls now to be able to see the Red Roses and be confident that they can be themselves.”
As part of the Barbie Dream Gap project, Mattel is making a £20,000 donation to the RFU, supporting their commitment to increase the number of female players. These funds will help increase access to clubs and coaching across England, ensuring that more girls get the opportunity to discover the joy and community of team sport.
To continue the goal of championing women’s rugby and empowering girls to stay in sport, Barbie will also be supporting the RFU’s Girls’ Activity Days, part of the Impact ’25 Programme, that aim to encourage and enable rugby clubs across England to attract more girls into rugby by offering multiple activities at their clubs, alongside rugby. This summer, over 400 clubs will host a Girls’ Activity Day. To find your nearest club hosting a Girls’ Activity Day, please visit www.findrugby.com
Alex Teasdale, RFU Executive Director, Women’s Game, said “We know how important the visibility of rugby is in attracting girls and boys to our sport and it’s been a core part of our strategy for the women’s and girls’ game for many years. We wanted to collaborate with Barbie to introduce the game to new audiences and champion female voices in the sport.”
“With increased BBC coverage and the Red Roses leading the charge, rugby is set for a major visibility boost this summer. But as our research finds, access is key. That’s why we’re working with over 400 clubs nationwide to host Girls’ Activity Days during the tournament, giving girls the chance to try rugby for themselves and see why so many are joining the game.”
Modelled by Zoe, Sarah and Sadia, Barbie and the Red Roses will launch a licensed apparel range, produced by Castore, with empowering slogans and beautiful designs celebrating rugby, a range of t-shirts and hoodies will be available this month. A special edition Barbie x Red Roses Gilbert rugby ball launching in October. Set to excite Barbie fans and help them show their support during the tournament, the apparel range comprises products from size Junior XS to Adult 4XL and prices start from RRP £25.
