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HomeMerchandise LicensingMattel launches Robotics Barbie, ventures into computer coding

Mattel launches Robotics Barbie, ventures into computer coding

Mattel has introduced a new line of Barbie, with the iconic doll taking up the role of a robotics engineer. Robotics Barbie is a lab-coat-and-glasses-wearing robotics engineer, who hopes to improve women’s professional lives.

The new range is designed to spark girls’ interest in Stem jobs, an industry where women are under-represented.

“For almost 60 years, Barbie has exposed girls to roles where women are underrepresented to show them that they can be anything,” Lisa McKnight, general manager, and senior VP, Barbie said in a statement.

As part of the launch Mattel and Tynker – a game-based coding platform will make six free Barbie-inspired coding lessons available for children to access.

The dolls that launched this week, complete with denim jackets and safety goggles, add to the doll’s 200 careers, ranging from an astronaut to a politician.

“By playing with robotics engineer Barbie on and offline, we are giving girls a new platform for play in their imaginary world and teaching them important skills for their real world,” McKnight said.

The coding lessons vary from robotics engineering to farming and meet kids where their interests lie, to teach them skills for the future workplace environments.

Mattel also has an e-book workbook for USD 7.99 called “Code Camp for Barbie and Friends.” It goes over concepts of computer programming by showing kids how coding relates to everyday life and problem-solving in various careers.

“Our mission is to empower youth to become the makers of tomorrow through coding, and the Barbie brand is an ideal partner to help us introduce programming to a large number of kids in a fun, engaging way,” Krishna Vedati, co-founder, and CEO, Tynker said.

It’s critical that all young learners have an opportunity to explore the possibilities available in STEM fields, and Tynker’s Barbie programming experience is a valuable tool to introduce kids of all ages to these concepts while building their coding skills,” Krishna added.

To strengthen the launch, the Barbie brand will also partner with Black Girls Code to provide a support grant and gift dolls at robotics workshops; release more Tynker lessons throughout the year in time for Hour of Code in December.

Robotics engineer Barbie is available on the Barbie website and Amazon for USD13.99.



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