Mattel has won over fans by releasing two new Barbie dolls that are pictured sporting brightly coloured t-shirts that read ‘Love Wins’.
The brand has collaborated with blogger Aimee Song to raise awareness of non-profit organisations that provide support to LGBT+ youth.
“Proud to wear this “Love Wins” shirt with @songofstyle! Did you know that her exclusive t-shirts benefit different causes and non-profits? Such an inspiring initiative and fabulous few days I have spent with Aimee, she’s a doll! 💖,” the Barbie Instagram post reads.
Song’s company produces human-sized versions of the ‘Love Wins’ tees with 50 per cent of sales going directly to the Trevor Project—a leading US organisation that provides crisis intervention and suicide prevention services to LGBTQIA+ young people aged 13-24.
Although it’s not made clear whether this is, in fact, Barbie’s coming out or if she’s standing up as an ally, Instagram users have praised the introduction of ‘Love Wins’ Barbie.
One commenter wrote: “Barbie is my bi daughter and I love her.”
Another said: “So proud of Barbie for finally coming out.”
“I think we should appreciate them [Mattel] for taking this step cause it's not easy for such a big company to be this brave. I think more will come,” wrote another Instagram user.
“I'm so happy for Barbie and her gf!” someone added.
Mattel released its first lesbian Barbie in 2016 to celebrate the achievements of soccer player and Olympic gold medallist Abby Wambach.
“You guys may not believe this but I was a Barbie kid, like for real. I’m not just saying that,” Wambach commented last year.
“I think this is a really impactful statement…It just proves that we really are getting somewhere. Not everybody is created equal and if you’re out there and maybe your doll doesn’t look exactly like you feel, here’s another option.”