With the discharge of two Barbie dolls impressed by PWHL superstars Sarah Nurse and Marie-Philip Poulin—in full hockey gear, sticks and all—the league has tapped into one of popular culture’s most recognizable symbols of empowerment and creativeness. And because of a charitable tie-in, the influence of this collaboration with Mattel and Tim Hortons will ripple far past retailer cabinets.
For each doll that was offered on the PWHL web site and at collaborating Tim Hortons places, $5 goes on to assist the Grindstone Award Basis, a Canadian charity that gives grants to assist women below 19 play hockey. For households who’ve struggled with excessive charges, costly journey and restricted entry to high quality programming, these {dollars} can imply the distinction between a daughter leaving the sport or staying on the ice.
“On the PWHL, we consider in breaking down boundaries to the sport we love,” stated Erin Ostlund, the Director, Social Accountability for the league. “Partnering with Tim Hortons to assist the Grindstone Award Basis means extra women and girls can entry the game, no matter monetary circumstance. Collectively, we’re constructing a extra inclusive future for hockey.”
The partnership highlights one of the vital urgent points in youth hockey: entry. Women typically face distinctive boundaries to staying within the recreation, from the price of tools and crew charges to the shortage of obtainable ice time, to not point out the problem of seeing themselves represented on the highest ranges. Even proficient gamers can discover their paths to higher-level competitors blocked by monetary pressure or unclear alternatives.
Whereas numerous organizations exist to broaden entry to sport typically, only a few are designed particularly for ladies in hockey. Since its founding in 2015, Grindstone has awarded grants to households struggling to afford to maintain their daughters enjoying. For sure, demand is excessive.
“We’re extremely grateful to Tim Hortons and the PWHL for his or her beneficiant assist, and for teaming up with Mattel to champion the expansion of ladies’ hockey throughout Canada,” stated Danielle Bell, President of the Grindstone Award Basis. “As a nationwide charity, we’re proud to associate with organizations that not solely assist gender equality in sport, however perceive that when women are given the possibility to play hockey, they acquire confidence, construct resilience, and develop into future leaders. This collaboration will assist extra women entry the sport and uncover all that Grindstone has to supply.”
The PWHL’s involvement on this initiative builds on its partnership with Tim Hortons, which launched earlier this yr. Collectively, the 2 organizations designed a program with three fundamental targets: present direct monetary assist for under-resourced women, enhance the expertise of enjoying by way of mentorship and elevated entry, and encourage the following era by giving younger gamers significant interactions with PWHL athletes and alternatives to attend video games.
The Barbie collaboration gives a visual, viral second and tangible funding that can hold women within the recreation. For Barbie, the transfer into hockey suits seamlessly right into a model that has advanced over many years to mirror women’ limitless potential. From astronauts to presidents to scientists, Barbie has lengthy been about creativeness assembly aspiration. Now, hockey joins the listing, and with Sarah Nurse and Marie-Philip Poulin main the best way, illustration couldn’t be stronger.
