VP, Global Marketing Communications, Barbie:: Kristina Duncan
Group Creative Director: Erica D. Green
Sr. Art Director: Yen Nguyen

The expansion of the Barbie Fashionistas® line marked one of the most consequential transformations in the brand’s history. Introduced under the internal code name Project DAWN, the initiative represented a deliberate shift toward realism, representation, and cultural responsibility—redefining what Barbie could mean for a new generation.

Building on earlier steps to broaden skin tones and hair textures, the 2016 Fashionistas® line introduced new body types—tall, curvy, and petite—alongside expanded facial sculpts and expressions. This work required careful navigation across creative, design, leadership, and cultural considerations, balancing a 50-year legacy with evolving expectations around identity, inclusion, and self-image.

Rather than responding defensively to criticism, the work was grounded in listening—internally and externally. The goal was not to abandon Barbie’s history, but to thoughtfully evolve it, creating space for more children to see themselves reflected in the brand. The response was immediate and global, signaling a long-overdue shift in how dolls—and by extension, beauty and possibility—could be represented.

The cultural significance of Project DAWN extended far beyond product. Barbie became the first toy brand ever featured on the cover of TIME magazine, marking a moment of reflection and dialogue around women, identity, and representation. The evolution was later documented in the Hulu original film Tiny Shoulders: Rethinking Barbie, an Emmy Award–winning and Oscar-nominated documentary that offered rare transparency into the creative and cultural reckoning behind the work.

Internally, the Barbie Design Team developed a cohesive global system to support the launch, spanning packaging, retail, digital, and media touchpoints. More importantly, Project DAWN established a long-term framework for how Barbie would continue to evolve—informing future design, storytelling, and brand decisions for years to come.

The Fashionistas® line went on to receive the Toy of the Year Award in the “Doll of the Year” category, but its lasting impact lies in the cultural shift it helped advance: moving Barbie toward greater authenticity, relevance, and connection in a changing world.