Toys R Us partners with Mattel to support Women4Women Foundation – Media Update

The aim is to equip the foundation to further its mission and contribute to children’s education.

Cindy Nell-Roberts founded Women4Women in 2017 with a team focused on life skills for underprivileged girls in South Africa.

The organisation launched with a goal to improve the lives of the less fortunate and previously disadvantaged girls of South Africa. This is by providing access to life skills and education.

The Barbie careers range available at Toys R Us is inspired by real-life heroes like:

  • nurses
  • doctors
  • teachers
  • firefighters
  • farmers
  • surfers, and
  • astronauts.

“South Africa has a long way to go to increase education among females in underprivileged communities, with the great work that Women4Women do in these communities we are thrilled to support such a worthwhile initiative,” says Catherine Jacoby, marketing manager at Toys R Us.

“Women4Women is helping to improve job creation, increase income levels and growth of female-owned businesses and, ultimately, aims to empower all females to improve their circumstances — a feat that cannot be done alone,” adds Jacoby.

Jacoby adds that the funds raised in partnership with Mattel will help the foundation to continue its work in helping women find their voice and increase the power of strength in numbers through her development and empowerment-based NGO.

“Nell-Roberts is a role model to many girls — much like Barbie, who has over the last 63 years been in the hearts and homes of little girls as an inspiration. The Barbie careers range has been specifically created to inspire young girls with real-life heroes because when a girl plays with Barbie, she imagines everything she can become,” Jacoby adds.

“The Barbie Career dolls inspire children to dream big and aim high. Each doll wears a career-themed outfit along with accessories to play out professional moments,” Jacoby says. “There are so many careers to explore — over 200 and counting — with each doll wearing an outfit for a day on the job.”

“The range includes different body types, skin tones, eye colours and hairstyles to make storytelling and collecting more fun. This is ultimately sending a message to young girls that they can be or do anything,” adds Jacoby.

“We’re humbled to partner with Toys R Us on this initiative to support the Women4Women Foundation. Our decades-long relationship with Toys R Us affords us the opportunity to get on the ground and support worthwhile causes like this,” says Cindy Veldsman, country manager for Mattel EMEA.

“Since her debut in 1959, Barbie has held over 200 jobs and we’re very excited to have an extensive range in South Africa that makes a real-world impact,” adds Veldsman.

“Children are inspired by what they see around them, and it is vital for young girls to see themselves in real-life scenarios that are attainable so that they can inspire the next generation,” Veldsman concludes. “This is ultimately why we support initiatives like Women4Women whose values align with the Barbie brand.”

For more information, visit You can also follow Women4Women on Facebook or on Twitter

Toys R Us Mattel Barbie careers range Women 4 Women Foundation Life skills training Non-profit organisation Female empowerment Female upliftment Youth education Female youth Young females Barbie Barbie careers

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