Never Before Barbie

“You can’t be what you can’t see.”

Our solution to this societal problem and to Barbie’s reputational issues was to create Never Before Barbie - a bespoke, limited-edition range of dolls aimed at inspiring Australian girls to believe they can be anything. The dolls were based on six high-profile Australian roles that had never been occupied by a woman, shining a light on the lack of gender diversity in leadership positions across the country and allowing young girls to visualise themselves in these roles.