Mattel Launches Barbie Collection With Peace Collective and PWHL

Mattel Inc. has partnered with the Professional Women’s Hockey League (PWHL) to release an exclusive, Barbie-themed collection designed by Canadian brand Peace Collective. The collaboration, which celebrates women in sports, is now available for pre-order.

Accompanying the collaboration, the brands also released a campaign featuring Emma Maltais and Maggie Connors of the Toronto Sceptres, highlighting the collection’s focus on empowerment and breaking barriers in sports and fashion.

“The evolution of Barbie embraces any changemaker, inclusive of those redefining the professional sports league in hockey,” Jennifer Gileno, head of licensing at Mattel Canada, said via statement.

The collection includes rugby shirts, sweatsuits, a varsity jacket and accessories, totaling 9 exclusive designs, which incorporate PWHL’s purple and Barbie’s pink, with graphics inspired by vintage hockey jerseys. Peace Collective, known for using fashion as a platform for storytelling, included the phrase “Our Game, Our Rules” throughout pieces.

“We are thrilled to unite Barbie and the PWHL together in a collaboration about what it means to play by your own rules — both on and off the ice,” said Yanal Dhailieh, founder of Peace Collective. “The collection is a celebration of strength, style, and breaking barriers. We hope to inspire and empower the next generation to dream big, skate hard, and make their mark.”

This collaboration follows the PWHL’s previous partnership with Mattel, announced in February 2024, which included a video series and in-arena promotions. The success of that initial partnership led to the development of this expanded merchandise collection.

“Through our collaboration with Barbie and Peace Collective, we’re proudly celebrating the strength, resilience, and ambition of the athletes and fans who are driving the future of professional women’s hockey forward,” said Kate Boyce, PWHL vice president of merchandising. “Together, we’re inspiring girls and women everywhere to dream big and see themselves in the game.”

The Barbie x PWHL collection is available for pre-order exclusively on the PWHL e-commerce page in Canada and the USA.

Many fashion brands have collaborated with Mattel on Barbie-themed collections over the years, including Gap, Forever 21, Pac Sun, Aldo, and more.