Barbie is going green. Mattel’s Barbie Loves the Ocean collection was the brand’s first fashion doll range made using recycled ocean-bound plastic, part of a wider push by the toy giant to make Barbie — and its packaging — more sustainable. Mattel summed up the shift with a simple line: “The Future of Pink is Green.”
Here’s what was in the collection, what Mattel promised for the future, and why so many parents were pleased to see Barbie change her image.
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The Barbie Loves the Ocean Range
Barbie Loves the Ocean was designed as a way to show kids that recycled materials can still be fun, colourful and playful. The collection includes:
- Three dolls, representing different body types and ethnicities
- Dolls made from around 90% recycled plastic parts
- Playsets and accessories to match
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Barbie’s Commitment to Going Green
Alongside the launch, Mattel set out sustainability goals for the Barbie brand. At the time, the company’s target was to reach 95% recycled plastic content in Barbie dolls, and to have Barbie packaging made from 95% responsibly sourced paper and cardboard, by the end of 2021.
Looking further ahead, Mattel also committed to using 100% recycled, recyclable or bio-based plastic materials across its products and packaging by 2030.
Kids who love Barbie can also find tips on protecting the planet on the official Barbie YouTube channel.
Barbie Has Changed
Over the past decade, Barbie has worked to shift its image — from a narrow idea of female representation to a brand built around empowerment, diversity and imaginative play. Sustainability became the next focus.
“We’ve made great strides with representation, showcasing diversity in our product line. Barbie has also stood for empowerment and equal opportunity, so sustainability is the next big pillar,” said Lisa McKnight, senior VP and global head of Barbie and dolls at Mattel.
Barbie and Empathy
In 2021, Barbie released a video exploring how doll play can help children develop empathy.
Watch the video: Barbie on doll play and empathy
Mattel pointed to research showing that when kids play with dolls, it activates the part of the brain linked to empathy. The idea: if doll play can help a child build empathy, dolls can play a small part in shaping a kinder world.
That research came from Cardiff University, home to the world’s first neuroscience study of doll play. The study found that dolls help children practise understanding how other people think and interact — a skill at the heart of empathy.
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A team of psychologists at Cardiff University monitored the brain activity of 42 girls and boys, aged 4 to 8, using neuroimaging technology as they played with a range of Barbie dolls. Even when children played alone, their brains showed activity similar to what’s seen during social interaction with other people.
Dr Sarah Gerson, from Cardiff University’s Centre for Human Developmental Science, explained that the brain areas responsible for empathy and social information processing — the areas that help us collaborate, cooperate and resolve conflict — lit up when kids played with dolls, even solo, and more than when they played on a tablet.
It’s a nice reminder that doll play isn’t just fun — it can support real developmental skills, alongside Barbie’s push to be a more eco-conscious brand.
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Frequently Asked Questions
What is Barbie Loves the Ocean?
It’s a Barbie doll collection made using recycled ocean-bound plastic — Mattel’s first fashion doll range built around this material. It includes three dolls of different body types and ethnicities, along with playsets and accessories.
How much recycled plastic is in the dolls?
The dolls in the Barbie Loves the Ocean range are made from around 90% recycled plastic parts.
Has doll play really been shown to help empathy?
A Cardiff University neuroscience study found that children’s brains showed activity linked to empathy and social processing while playing with dolls, even when playing alone — more so than when using a tablet.
Is Barbie still working towards sustainability goals?
Mattel announced a long-term goal of using 100% recycled, recyclable or bio-based plastic materials across its products and packaging by 2030. For the most current status of this commitment, check Mattel’s official sustainability updates.
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