New Robotics Engineer Barbie hopes to get more girls interested in STEM

The Barbie brand is also partnering with Black Girls CODE and will be releasing a coding e-book.
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The Barbie brand has introduced Robotics Engineer Barbie, a new doll designed to pique girls’ interest in STEM and shine a light on an underrepresented career field for women.

With only 24 percent of STEM jobs held by women, the Barbie brand is aiming to encourage girls to explore STEM through imaginative play, and learn real coding skills along the way.

As part of a multi-year partnership with kids coding platform Tynker, Mattel is launching six free Barbie-inspired coding experiences at tynker.com/BarbieYCBA. These lessons are designed to teach logic, problem-solving, and the building blocks of coding, while casting young learners in different roles alongside Barbie.

This new doll joins a line-up of more than 200 careers held by Barbie.

“For almost 60 years, Barbie has exposed girls to roles where women are underrepresented to show them that they can be anything,” said Lisa McKnight, General Manager and Senior Vice President, Barbie.

“By playing with Robotics Engineer Barbie on and offline, we are giving girls a new platform for play in their imaginary world and teaching them important skills for their real world.”

This is not the first time Barbie has explored STEM – since 1959, Barbie has held STEM roles including astronaut, scientist, video game developer and computer engineer. The brand also partners with experts in the field to ensure these dolls are an authentic representation of the profession and coding skills.

“Our mission is to empower youth to become the makers of tomorrow through coding, and the Barbie brand is an ideal partner to help us introduce programming to a large number of kids in a fun, engaging way,” said Krishna Vedati, co-founder and CEO, Tynker.

“It’s critical that all young learners have an opportunity to explore the possibilities available in STEM fields, and Tynker’s Barbie programming experience is a valuable tool to introduce kids of all ages to these concepts while building their coding skills.”

Building upon this STEM focus, the Barbie brand is also partnering with Black Girls CODE, releasing a coding e-book, and will debut more Tynker coding content throughout its multi-year partnership with the platform.

Robotics Engineer Barbie is available for pre-order for £15.99 on Amazon and Barbie.com. 

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