With the Release of two Barbie dolls Inspired by PWHL -Superstars Sarah nurse And Marie-Philip Poulin- In complete hockey equipment, sticks and everything – the competition has used one of the most recognizable symbols of empowerment and imagination of pop culture. And thanks to a charity connection, the impact of this collaboration with Mattel and Tim Hortons will wrinkle far beyond the shopping shelves.
For every doll that was sold on the PWHL website and at participating Tim Hortons locations, $ 5 goes directly to support the Grindstone Award FoundationA Canadian charity that offers subsidies to help girls under 19 play hockey. For families who have struggled with high costs, expensive travel and limited access to quality programming, those dollars can mean the difference between a daughter who leaves the game or stays on the ice.
“At the PWHL we believe in breaking through barriers for the game we love,” said Ostlund, the director, social responsibility for the competition. “Working with Tim Hortons to support the Grindstone Award Foundation means that more girls and women have access to the sport, regardless of the financial circumstances. Together we build a more inclusive future for hockey.”
The partnership emphasizes one of the most urgent problems in youth hockey: access. Girls are often confronted with unique barriers to stay in the game, from the costs of equipment and team costs to the lack of available ice age, not to mention the challenge of seeing themselves representing themselves at the highest level. Even talented players can find their paths to competition at a higher level blocked by financial tension or unclear opportunities.
Although there are different organizations to broaden access to sport in general, a few are specifically designed for girls in hockey. Since its foundation in 2015, Grindstone has granted subsidies to families who have difficulty affording their daughters. Needless to say, demand is high.
“We are incredibly grateful for Tim Hortons and the PWHL for their generous support, and for working with Mattel to defend the growth of girls’ hockey in Canada,” said Danielle Bell, president of the Grindstone Award Foundation. “As a national charity, we are proud to collaborate with organizations that not only support gender equality in sport, but also understand that when girls get the chance to play hockey, they get confidence, build up resilience and grow into future leaders. This collaboration will help more girls gain access to the game and everything that Grindstone has to offer.”
The involvement of the PWHL in this initiative builds on his partnership with Tim Hortons, which was launched earlier this year. Together, the two organizations have designed a program with three main goals: offering direct financial support for girls among the resources, the experience of playing by mentoring and improving increased access and inspiring the next generation by giving young players meaningful interactions with PWHL athletes and opportunities to attend games.
The Barbie cooperation offers a visible, viral moment and tangible financing that keeps girls in the game. For Barbie, the switch to hockey fits seamlessly into a brand that has developed for decades to display the unlimited potential of girls. From astronauts to presidents to scientists, Barbie has long been about meeting the ambition. Now hockey joins the list and with Sarah Nurse and Marie-Philip Poulin who were ahead, the representation could not be stronger.
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