Blind Barbie’s a Vision of Brand Inclusivity for Mattel

Mattel continues to bring inclusivity to dolls and their packaging with the launch of a blind Barbie, whose low-vision-friendly packaging incorporates braille and an easy-open feature.

The blind doll, which launched in July 2024 as part of the Barbie Fashionistas line, is the first blind Barbie. This year’s lineup of Barbie Fashionistas also includes a Black Barbie with Down syndrome and three dolls (including Ken) in wheelchairs.

To develop the blind Barbie and her packaging, Mattel partnered with the American Foundation for the Blind (AFB). The doll’s accessories include sunglasses and a white and red cane and her elbows are articulated to enable cane use. For textural interest, she wears a satiny top and a ruffled skirt.

The packaging features “Barbie” written in braille on a die-cut paperboard band wrapped around the lower front facing. The AFB logo, printed conventionally, appears above the braille.

Mattel’s printer uses a metal embossing tool to create the raised braille dots. The tool produces the appropriate millimeter height for the dots, as specified by the AFB. Each paperboard sheet is sandwiched between the tool’s two sides to create the embossed effect.

Working with AFB to the final design for a new easy-open pull tab and raised braille dots.

Hybrid PET/paperboard structure.

The blind Barbie is packaged in a clear polyethylene terephthalate (PET) carton within a paperboard structure that covers the bottom and left panel of the carton and most of the back.

The left panel features photos of all 20 dolls in the 2024 Barbie Fashionistas wave. The right side of the PET carton curves from front to back, showcasing the doll, which is attached with ties to a paperboard insert.

In response to AFB’s feedback that it was difficult to open and remove the doll from the previous Barbie Fashionistas packaging, Mattel’s packaging team designed an easy-open feature: The consumer simply pulls a tab on the back of the carton to open the package and remove the doll.

This more inclusive packaging design, which makes unboxing easier for every child, will be used for all Barbie Fashionistas products going forward.

[9-9-24 updated: Watch a review of the product and its packaging from social media influencer and speaker Molly Burke.]

Recycling guidance.

The fully recyclable packaging also aligns with Mattel’s sustainable packaging goals, which include using more recycled or Forest Stewardship Council (FSC)-certified content. The back of the carton displays an FSC Recycled label plus chasing-arrows recycling symbols for paper and PET.

In addition, How2Recycle icons are printed on the bottom of the package, with instructions to check locally for PET-recycling availability and to separate the PET and paperboard before recycling.