The collaboration is a celebration of women’s role in sport and is now available for pre-order on the PWHL online store.
Mattel has announced an exciting partnership with the Professional Women’s Hockey League (PWHL) and Canadian brand Peace Collective to launch a special Barbie-inspired collection. As part of the launch, the brands have unveiled a campaign featuring Emma Maltais and Maggie Connors, players from the Toronto Sceptres, aiming to highlight the empowering message behind the collection.
“Barbie has evolved to represent changemakers, including athletes who are transforming professional hockey,“ said Jennifer Gileno, Head of Licensing at Mattel Canada.
The collection features a range of apparel, including rugby shirts, sweatshirts, varsity jackets and accessories. In total, there are nine exclusive designs that blend Barbie’s signature pink with the PWHL’s purple, along with graphics inspired by vintage hockey jerseys. Peace Collective, known for its storytelling approach to fashion, has incorporated the slogan ‘Our Game, Our Rules’ throughout several pieces.
“This collaboration brings Barbie and the PWHL together to show that barriers can be broken both on and off the ice,“ said Yanal Dhailieh, founder of Peace Collective. “We want this collection to inspire the next generation to dream big, give their all, and make their mark in the world of sport.“
This partnership follows an initial collaboration between the PWHL and Mattel in February 2024, which included a video series and in-arena promotions. The success of that initiative led to the development of this expanded collection.
“Through this collaboration with Barbie and Peace Collective, we proudly celebrate the determination, strength, and passion of the players and fans driving the future of women’s hockey forward,“ said Kate Boyce, PWHL’s Vice President of Merchandising. “We want to inspire women and girls to see themselves in the game and to follow their dreams.“
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