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UN Women-convened Unstereotype Alliance Welcomes Mattel

UN Women-convened Unstereotype Alliance Welcomes Mattel

The membership will see Mattel recognised for advancements in representation of its brands and for continuing to work proactively to increase positive portrayals of women, girls and marginalised groups in advertising and communication 

International Women’s Day: Mattel — the owner of one of the strongest catalogues of children’s and family entertainment franchises in the world — has announced it has become the first children’s entertainment company to join the UK Chapter of the Unstereotype Alliance. Convened by UN Women, the Unstereotype Alliance seeks to eradicate harmful stereotypes in media and advertising content and use the advertising industry as a force for good. 

Each of Mattel’s products and experiences is designed to deliver an intrinsic value that inspires, entertains, and develops children through play — products and experiences that are known the world over. As a key brand for Mattel, Barbie will be front and centre of this effort. Over the past seven years, the line has evolved to be more reflective of the world girls see around them by introducing more than 175 diverse new looks, including five body types, 22 skin colours, 76 hairstyles, 94 hair colours and 13 eye colours. 

With such a widely recognised portfolio, Mattel is committed to being a responsible corporate citizen, actively supporting the communities in which they live, work and play and contributing to a more diverse, equitable, inclusive, and sustainable future. This is further reflected in Mattel’s Diversity, Equity & Inclusion Goals, with the company having recently achieved 100% pay equity for all employees performing similar work globally. By becoming a member of the Unstereotype Alliance, Mattel has reinforced its commitment to not only eliminate stereotypes through its work, but to be progressive in its approach.

Claire Barnett, Executive Director of UN Women UK, said: “In order to achieve the systemic change required to create a more equal world for all, it is critical that we address the stereotypes they affect everything from the toys children play with to the roles they expect to take as they grow up. We are excited to welcome Mattel into the UK Chapter because their ability to speak directly to children and their parents gives them the power to effect tremendous positive change. We’re looking forward to bringing their influence and expertise to the Chapter.”

Nicolas Houssin, Vice President of Marketing Mattel EMEA said: “The Barbie brand has the most diverse and inclusive fashion doll line, we take great responsibility in providing children with dolls that reflect the world around them. We’re proud that this level of diversity is carried throughout our brands and know that as the custodians of a large portfolio of family brands, it is our responsibility to be an ally in all walks of life. Negative stereotyping has no place in any sort of media or advertising. Our membership in the UK chapter is a small but important part of showing our commitment to positively shaping our industry, ultimately affecting our work with partners, suppliers, and customers.”

The Unstereotype Alliance has 237 members across the globe and national chapters including Australia, Brazil, India, Japan, Kenya, Mexico, Nigeria, South Africa, Turkey, the UAE and the UK. More information can be found at

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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