The 2025 International Day of the Girl was celebrated in a rather special way when Mattel Inc. introduced Team Barbie, a group of four powerful role models and professional rugby players from around the world, in a bid to encourage young girls to own their confidence proudly.
Among the players is the recognisable Ilona Maher, an Olympic gold medalist with Team USA, who has built a well-known social presence by using her platforms to encourage, spread body positivity, and shatter gender stereotypes.
Ellie Kildunne joins her, having recently won the Women’s Rugby World Cup with England. The backline player has made significant advances in women’s rugby and is one of the sport’s most recognisable faces because of her skill. In 2024, her talent earned her the title of World Rugby Women’s Player of the Year.
Portia Woodman-Wickliffe is also included and is celebrated as the first player from her nation to score 50 international tries. Additionally, she is a two-time Olympic champion and a two-time world champion in rugby. Completing the group is dynamic rugby star and Olympic medalist Nassira Konde, who is known for inspiring the next generation and promoting inclusion, skill, and fearless ambition.
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“We all doubt ourselves at times, myself included,” said Maher. “But I am where I am today because I kept showing up anyway. Even through tough practice days or days I didn’t feel my best, I continued to put in the work, strengthen my skills, and believe in my ability. Which grew my confidence in myself and my career. I’m proud of how far I’ve come, and I’m not afraid to say it.”
“If sharing my story can inspire other young girls to believe in themselves the way I have, then I’ll have truly made an impact.”
Team USA Olympic Gold Medalist, Ilona Maher
“Being part of Team Barbie is about showing girls that confidence isn’t something to shy away from, but something to own. I’m honoured to use my platform to empower the next generation to find that spark of confidence within themselves and let it drive them toward unlocking their limitless possibilities.”
Speaking on her Instagram page, Konde shared what a momentous occasion it was.
“Today, seeing a Barbie rugby player exist, it’s so much more than a toy. It’s a symbol. It’s telling children that we can be different, that we can have a different trajectory, another body, another story… and yet finding its place. It’s all about allowing a little girl to say to herself, “I can be this, too.”
“At Barbie, we believe that girls can be, and do, anything,” said Krista Berger, Senior Vice President of Barbie, Mattel. “We’re committed to breaking down the barriers – from gender stereotypes to self-doubt – that hold girls back from realising their limitless potential. By showcasing the stories of incredible role models whose confidence has fuelled groundbreaking success, we’re showing girls that the future of sports – or wherever their passion takes them – is theirs to claim, with Team Barbie cheering them on.”
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In continued partnership with Maher, Barbie is sharing a closer look at her inspiring journey by launching the Ilona Maher Barbie doll, available for purchase in 2026. With an all-new body sculpt designed to reflect the build of many strong athletes, the Muscular sculpt celebrates strength with a straighter, more athletic torso, visibly defined arms, shoulders, and legs, plus sculpted core and back muscles.
Barbie conducted a study in the US, UK, France, and New Zealand to understand the barriers girls face in sports. The research found that one in three girls stops participating by age 14, mainly due to body confidence issues, self-doubt, and a lack of visible female role models. Only 53% of girls ages 6 to 14 feel confident while playing sports, underscoring the central challenge: many girls lose confidence and drop out early.
The leading reason for a lack of confidence is fear of making mistakes (34%). Parents recognise the significant role that role models and culture play: 26% believe that having more female role models in sports would encourage their daughters to stay involved for longer.
Forty-eight percent point to social attitudes that discourage girls from sports as a major barrier. Parents also recognise the benefits of sport: teamwork, communication, and social skills ranked as the top developmental gains, while 33% said their daughters’ involvement made them feel more confident. 81% of parents believe that sports can help their daughters achieve their future goals.
Original Copy: Supplied, with editing by gsport
Main Photo Caption: In an effort to inspire young girls to proudly own their confidence and challenge stereotypes, Mattel launched Team Barbie featuring international rugby stars Ilona Maher, Ellie Kildunne, Portia Woodman-Wickliffe and Nassira Konde. All Photos: Supplied
Photo 2 Caption: Mattel Inc celebrated International Day of the Girl with Team Barbie, based on four powerful role models and professional international rugby players.
