Barbie teams up with England's Red Roses to inspire Girls in sport

England Rugby’s women’s team, the Red Roses, have partnered with Mattel’s Barbie brand in a first-of-its-kind collaboration aimed at encouraging girls to stay engaged in sport.

The initiative comes ahead of a busy summer for women’s rugby in the UK, with a focus on breaking down barriers that lead to girls leaving sport in their teens.

The campaign features Red Roses captain Zoe Aldcroft, alongside teammates Sarah Bern and Sadia Kabeya, sharing personal stories of overcoming challenges in sport. The partnership will include grassroots programmes, funding support, merchandise, and storytelling to inspire the next generation.

A recent joint survey revealed that a third of girls drop out of sport by age 14, often due to body confidence issues, self-doubt, or a lack of visible female role models. The research also found that while only 28% of girls believe all sports are for both genders, 80% want to see more women’s sport on television.

Parents surveyed recognised rugby’s benefits, with 59% saying it boosts confidence and resilience.

Zoe Aldcroft stressed the importance of representation: “Rugby has given me so much — confidence, friendships and a platform.

"I want every girl to know there’s a place for them in this game too.” Sadia Kabeya echoed the sentiment, saying, “If you can’t see it, you can’t be it… When girls see women like them playing sport, it helps them believe they belong too.”

Sarah Bern reflected on how rugby helped her embrace her body type: “I didn’t necessarily feel like I fitted in, but rugby was a place where I was celebrated. My size was powerful.”

As part of the Barbie Dream Gap Project, Mattel will donate £20,000 to the RFU to support female participation, improve club access, and expand coaching opportunities.

Over 400 rugby clubs across England will also host Girls’ Activity Days this summer, offering a range of sports and activities to attract young players.

The partnership will also see the launch of a Red Roses x Barbie apparel range produced by Castore, featuring t-shirts, hoodies, and a special edition Barbie x Red Roses Gilbert rugby ball. The merchandise will be available from this month, with the rugby ball set for release in October.