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Barbie® Launches a New Line of Black Dolls Called So In Style™

Sep 29, 2009 at 6:00 AM EDT

EL SEGUNDO, Calif., Sep 29, 2009 (BUSINESS WIRE) -- Mattel(R) announced today the launch of So In Style(TM), a new line of black dolls by Barbie(R) featuring more authentic-looking facial features such as fuller lips, a wider nose, more distinctive cheek bones and curlier hair. So In Style(TM) (S.I.S.(TM)) was developed and inspired by Barbie(R) designer of 12 years, Stacey McBride-Irby, an African-American mother of two who wanted to create a line of dolls more reflective of her daughter and community.

The So In Style(TM) line features Grace(TM), Kara(TM) and Trichelle(TM) dolls, three best friends who are all about fashion, fun and friendship. Each of the dolls features its own unique personality and style and reflects one of three varying skin tones. The S.I.S.(TM) line also introduces a mentoring theme; each doll is accompanied by a smaller doll or "little sister" and has different interests - from music and math to science and drill team. The big and little sister dolls are meant to introduce and inspire girls with mentoring themes.

"I believe that a happy inspired childhood creates happy, inspired, powerful women," said McBride-Irby. "I want my new So In Style dolls to not only be an authentic representation of my community and culture, but to also encourage girls to be inspired and dream big."

Two years ago, McBride-Irby watched her then four-year-old daughter play and was inspired to develop a line of black fashion dolls that her daughter could relate to. McBride-Irby personally designed and directed the dolls' fashions and sculpts, packaging and storylines based on what she heard as moms' desires in her community.

"For 50 years, Barbie has inspired girls to be anything they want to be - embracing girls of all backgrounds, ethnicities, cultures and ages while representing more than 50 nationalities," said Stephanie Cota, Senior Vice President, Marketing, Barbie. "We are so proud to introduce the So In Style dolls and to provide girls of all ethnicities and cultures another way to play with Barbie."

More About The So In Style Dolls

In addition to the So In Style(TM) big/little dolls, S.I.S.(TM) also gives girls authentic hair play with new Aqua curl technology, allowing girls to curl, straighten and style their dolls' hair over and over again with a spray of water and fun hair styling tools.

  • S.I.S.(TM) dolls are available at mass retailers nationwide and on for a variety of price points:
    • S.I.S.(TM) Doll Pair Assortment (big and little sister) - $19.99
    • S.I.S.(TM) Little Doll Assortment - $7.99
    • S.I.S.(TM) Stylin' Hair(R) Doll Assortment - $24.99

About Mattel

Mattel, Inc., (NASDAQ: MAT) ( is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R), Radica(R) and TycoR/C(R), as well as Fisher-Price(R) brands, including Little People(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. In 2009, Mattel is recognized among the "100 Best Corporate Citizens," as one of the "World's Most Ethical Companies" and as one of FORTUNE Magazine's "100 Best Companies to Work For." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands--today and tomorrow.


SOURCE: Mattel, Inc.

Mattel, Inc.
Michelle Chidoni, 310-903-3412

Copyright Business Wire 2009