Barbie launches first sports team partnership with England’s Red Roses

Barbie is trading in heels for cleats. For the first time, Barbie UK is teaming up with a sports team, joining forces with England Rugby’s women’s side, the Red Roses. The mission? To inspire the next generation of female rugby players through grassroots initiatives, funding and merchandise.

New research from Barbie and England Rugby paints a sobering picture: a third of girls quit sport by age 14, held back by worries over body confidence, doubts about their own ability, and a shortage of visible female role models. Enter the Red Roses. With team captain Zoe Aldcroft, along with stars Sarah Bern and Sadia Kabeya, Barbie is spotlighting the power of sport to build confidence and resilience in girls nationwide.

Zoe Aldcroft, Captain of the Red Roses, said: "I’m passionate about inspiring the next generation and getting more girls into rugby. That’s why we’re so excited for the upcoming home tournament - playing across the country gives us the chance to reach girls nationwide and show them what’s possible. 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."

But while women’s sport has made leaps in visibility, stereotypes are still holding girls back. Only 28% of girls believe all sports are for both genders. To tackle these barriers head-on, through the Barbie Dream Gap Project, Mattel is donating £20,000 to the RFU, boosting access to clubs and coaching so more girls can experience the joy and camaraderie of rugby.

The partnership also supports the RFU’s Girls’ Activity Days, part of the Impact ’25 Programme. This summer, over 400 clubs across England will host events to get girls playing and exploring rugby for the first time.

On the merchandise front, Barbie and the Red Roses have scored a try of their own. A licensed apparel range from Castore will feature empowering slogans and designs celebrating rugby, including t-shirts and hoodies from Junior XS to Adult 4XL, starting at £25. A special edition Barbie x Red Roses Gilbert rugby ball drops in October - perfect for showing support while practising moves on the pitch.

While Barbie has previously celebrated athletes like Venus Williams and Sue Bird with dolls and event activations, this is the first time the brand has partnered directly with a team to champion grassroots participation and female representation in sport.