SUPPLY CHAIN STRATEGIES
Representation and innovation The Team Barbie line, including dolls based on athletes such as Ilona Maher( USA), Ellie Kildunne( UK), Portia Woodman-Wickliffe( NZ) and Nassira Konde( France), exemplifies Mattel’ s intent to deepen the connection between sports merchandise and consumer demand while providing authentic representation.
Of particular note is the upcoming release of the Ilona Maher doll in autumn 2026, featuring a new body sculpt that reflects an athletic torso, defined muscles and a realistic physique.
“ We all doubt ourselves at times, myself included,” says Ilona Maher, Professional US Rugby Player.
“ But I am where I am today, because I kept showing up anyway.” However, Mattel faces notable challenges; the company’ s Q2 2025 report recorded a 6 % drop in net sales globally, driven notably by a 16 % decrease in North America, with overall gross billings for dolls down 19 % in constant currency.
That said, this sales contraction, partially reflecting soft demand for Barbie dolls, only further highlights
120 January 2026