To mark the initiation of its social impact arm, LBCreate, Love, Bonito, Southeast Asia’s largest omni-channel women’s fashion brand, has partnered with global toy brand, Mattel, to offer a limited-edition collection of Barbies for Southeast Asia for a good cause.
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Titled “Dream It, Do It!”, Love, Bonito’s collaboration with Barbie aims to inspire young girls and women to believe in themselves and be empowered to pursue their limitless potential.
For the collection, the brand worked closely with Barbie to curate the body types – namely Petite, Curvy, Original and Small Bust. Each doll comes with a Barbie-sized apparel assortment based off Love, Bonito’s The Staples collection, and is available upon purchase of the specially created Love, Bonito x Barbie® T-shirt. Through the collection and T-shirts, Love, Bonito hopes to connect with young women across Asia and encourage them to have the confidence to follow their dreams.
“We are glad to be able to collaborate with Barbie to create a collection of dolls who represent the Love, Bonito woman. She is a multifaceted multi-tasker, always on the go, wears many hats and plays many roles,” said Dione Song, CEO, Love, Bonito.
“The Barbie 62-year brand legacy has been known for championing female causes and the partnership with Love, Bonito further strengthens our voice in getting girls to continue believing in themselves. Our hopes of removing barriers that prevent girls from reaching their potential is an ongoing one and only with like-minded brands can we continue to expand this cause worldwide,” said Ho Shu Ting, Marketing Manager of Mattel Continental Asia.
In addition to the Barbie initiative, Love, Bonito will be funding the education of 100 girls in low-income communities in Asia for a year through Room to Read Girls’ Education Programme. This comes in response to a report by The World Bank which forecasted lower levels of schooling, learning and future earnings because of school closures in low-income economies. Moreover, UNESCO projected that 11 million girls might not return to school due to COVID-19’s unprecedented education disruption.
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“Love, Bonito’s investment will ensure that education endures during a particularly critical time for girls at risk of dropping out of school across Asia,” said Laurie McMahon, Room to Read’s Chief Development and Communications Officer.
“For girls in communities where Room to Read operates our Girls’ Education Programme, COVID-19 school closures could mean not just a pause, but an end to learning forever. Love, Bonito is part of the solution and, alongside Room to Read, is helping girls activate their voices and pursue their chosen life paths,” continued McMahon.