Barbie Announces the 2023 Career of the Year Doll – Women in Sports

Barbie Career Sports

Since 1959, the Barbie brand purpose has been to inspire the limitless potential in every girl and with 250+ careers and counting. From princess to president, astronaut to zoologist, Barbie reminds girls they can be anything – and that message has never been more relevant than it is today as it announces its 2023 Career of the Year Collection: Women in Sports, highlighting four careers in the sports industry including a General Manager, Coach, Referee and Sports Reporter. 


Timed to the start of the NFL season – a sport traditionally thought of as male-dominated – the Women in Sports set was designed to underscore all the possibilities sports unlock for the next generation of women. This collection will help pave the way for a future where women’s voices and talent are acknowledged and commemorated in the realm of sports and beyond.


This year Barbie is continuing its commitment to help support and empower the next generation of female leaders in sports by partnering with Voice in Sport, a community that connects and inspires girls and women in sports through research, education and advocacy

  • Through this partnership, Barbie and VIS will host an inspirational 45-minute virtual mentoring session on Building a Career in Sports. The VIS session is designed to encourage girls to pursue their interest in sports, whether that be on or off the field. 


  • Featuring Stef Strack, CEO and Founder, and Dr. Jen Welter, the first female coach in the NFL with the Arizona Cardinals as well as the first woman to play running back in men’s professional football, hosted by Pepper Parsley, 12-year-old sports journalist commentator and host of Dish with Pepper. The session, free to attend, will take place on September 12th from 5pm- 6pm PST. Girls ages 12-13 may sign up at



With 250+ careers and counting, Barbie continues to inspire the limitless potential in every girl and Barbie continues to take on culturally relevant and aspirational roles in fields where women are underrepresented.


In 2022, Barbie introduced the Eco-Leadership Team as the Career of The Year, including four unique careers that work to protect the planet and promote sustainability: Chief Sustainability Officer, Conservation Scientist, Renewable Energy Engineer, and Environmental Advocate.


As part of the announcement, Barbie also released an Inspiring Women doll in tribute to Dr. Jane Goodall, renowned ethologist and conservationist, in partnership with the Jane Goodall Institute.


In 2021, Barbie introduced the Barbie Music Producer doll, designed to introduce girls to an underrepresented career where women make up less than 3% of music producers, and shine a light on the importance of women’s stake in the industry.

Additional Background on Women in Sports

Research shows that women continue to be underrepresented – and that in the sports industry, media focus on men in the industry over women, making careers less visible to the next generation.


  • According to the NCAA, women only make up 25% of US college level head coaches and only 30% of global sports participants are women.
  • Research from Sports Illustrated concluded that only 4% of sports media covers women’s sports.
  • According to Associated Press, less than 17% of sports reporters are female.
  • A study conducted by UNESCO found that only 30% of global sports participants are women.