First-ever ready-to-wear collection designed by Peace Collective champions women in sport
(Toronto, ON) - Mattel, Inc., leading global toy and family entertainment company behind the iconic Barbie® brand, announced today a collaboration with the PWHL (Professional Women’s Hockey League) featuring an exclusive collection celebrating the power of women in sport, designed by Canadian brand Peace Collective. Now available for pre-order, the campaign features professional hockey players Emma Maltais and Maggie Connors of the Toronto Sceptres who embrace the purpose driven collaboration and celebrate empowerment, inclusivity, and breaking barriers in sports and fashion.
“The evolution of Barbie embraces any changemaker, inclusive of those redefining the professional sports league in hockey,” states Jennifer Gileno, Head of Licensing at Mattel Canada. “This unique collaboration marks a significant moment for Barbie, a brand that shares PWHL’s vision for breaking barriers in any respective field, which is a marker of which this collaboration is built and something we’re deeply proud of.”
Teaming up with Peace Collective, which uses fashion as a vehicle for storytelling and positive change, was full of synergy. This, combined with the PWHL’s trailblazing women’s hockey league, marks a monumental moment to reinforce inspiration and empowerment, fueling the catch phrase “Our Game, Our Rules” featured throughout the collection.
“We are thrilled to unite Barbie and the PWHL together in a collaboration about what it means to play by your own rules—both on and off the ice,” Yanal Dhailieh, founder of Peace Collective. “The collection is a celebration of strength, style, and breaking barriers. We hope to inspire and empower the next generation to dream big, skate hard, and make their mark.”
Included in the offering is an array of rugby shirts, sweatsuits, a varsity jacket and accessories, each bearing the symbolic colours of PWHL’s purple and the iconic Barbie pink, with graphics inspired by vintage hockey jerseys. The 9-piece Barbie x PWHL collection embodies the statement on owning one’s power, rewriting the rules, and supporting the next generation of game-changers.
“Through our collaboration with Barbie and Peace Collective, we’re proudly celebrating the strength, resilience, and ambition of the athletes and fans who are driving the future of professional women’s hockey forward,” states Kate Boyce, PWHL Vice President of Merchandising. “Together, we’re inspiring girls and women everywhere to dream big and see themselves in the game."
The Barbie x PWHL collection is now available for pre-order today, March 27, 2025, exclusively at the PWHL ecommerce page - www.thepwhl.com across Canada and the USA.
ABOUT MATTEL
Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.
ABOUT PROFESSIONAL WOMEN’S HOCKEY LEAGUE (PWHL)
The Professional Women’s Hockey League (PWHL) is a professional ice hockey league in North America comprised of six teams in Boston, Minnesota, Montréal, New York, Ottawa, and Toronto, each with rosters featuring the best women’s hockey players in the world. Launched on Jan. 1, 2024, the PWHL has broken multiple attendance records and holds the worldwide all-time record for a women’s hockey game. In 2024, the PWHL was recognized by Sports Business Journal as the Sports Breakthrough of the Year and received the top position in the first-ever Canadian edition of the Harris Poll, which ranks companies’ reputations. Visit thepwhl.com to purchase tickets and merchandise, and subscribe to the PWHL e-newsletter to receive the latest league updates. Follow the league on all social media platforms @thepwhlofficial.
PWHL, the PWHL Logo, and PWHL team names and logos are trademarks of the PWHL. © PWHL 2024. All Rights Reserved
ABOUT PEACE COLLECTIVE
Peace Collective is a lifestyle brand that blends fashion with purpose. Founded to create clothing that sparks conversation and gives back to the community, the brand has become a cultural force by championing causes that matter—mental health awareness, local sports pride, or social impact initiatives.
Known for its thoughtfully designed collections, Peace Collective offers premium-quality apparel that allows customers to express their identity while making a difference. A portion of proceeds from every purchase supports charitable initiatives, reinforcing the brand’s commitment to using fashion as a platform for positive change.