Mattel’s Barbie is partnering with Izzy Wheels to make four limited-edition designs. The goal is to help inclusivity in the toy market and more.
Barbie will offer 4 Izzy Wheels designs which can be sized to fit any manual wheel chair. It will also offer miniature versions of the wheels for the Barbie with Wheelchair doll.
The four designs will also mark Barbie’s 60th anniversary which is this year.
“Izzy Wheels empower wheelchair users to make a statement about themselves, it makes a person’s wheelchair into a friendly object rather than something purely functional. Having stylish wheels on your chair that match your outfit or show off your interests immediately addresses the chair and opens conversation. Having a Barbie in a wheelchair meant so much to be as a little girl, and I love that a whole new generation of kids with disabilities can play with a Barbie that represents them”, Izzy Keane, co-founder of Izzy Wheels says.
“Our mission with Izzy Wheels is to challenge negative associations with wheelchairs and let users celebrate their individuality by personalising their source of independence,” said Ailbhe Keane, co-founder of Izzy Wheels. “We want to show the world that wheelchairs can be so much more than a medical device, they can be a piece of artistic self-expression.
Barbie continues to evolve and has already introduced over 100 different looks since 2015 alone. The goal of Barbie is to promote inclusivity and champion diversity and self-expression through fashion.