Mattel launches new line of black dolls under So In Style (S.I.S.) brand

Toymaker Mattel announced on September 29th the launch of So In Style, a new line of black dolls by Barbie featuring more authentic-looking facial features such as fuller lips, a wider nose, more distinctive cheek bones and curlier hair. So In Style (S.I.S.) was developed and inspired by Barbie designer of 12 years, Stacey McBride-Irby, an African-American mother of two who wanted to create a line of dolls more reflective of her daughter and community.

The So In Style line features Grace, Kara and Trichelle dolls, three best friends who are all about fashion, fun and friendship. Each of the dolls features its own unique personality and style and reflects one of three varying skin tones. The S.I.S. line also introduces a mentoring theme; each doll is accompanied by a smaller doll or "little sister" and has different interests -- from music and math to science and drill team. The big and little sister dolls are meant to introduce and inspire girls with mentoring themes.

"I believe that a happy inspired childhood creates happy, inspired, powerful women," said McBride-Irby. "I want my new So In Style dolls to not only be an authentic representation of my community and culture, but to also encourage girls to be inspired and dream big."

Two years ago, McBride-Irby watched her then four-year-old daughter play and was inspired to develop a line of black fashion dolls that her daughter could relate to. McBride-Irby personally designed and directed the dolls' fashions and sculpts, packaging and storylines based on what she heard as moms' desires in her community.

"For 50 years, Barbie has inspired girls to be anything they want to be -- embracing girls of all backgrounds, ethnicities, cultures and ages while representing more than 50 nationalities," said Stephanie Cota, Senior Vice President, Marketing, Barbie. "We are so proud to introduce the So In Style dolls and to provide girls of all ethnicities and cultures another way to play with Barbie."

In addition to the So In Style big/little dolls, S.I.S. also gives girls authentic hair play with new Aqua curl technology, allowing girls to curl, straighten and style their dolls' hair over and over again with a spray of water and fun hair styling tools. S.I.S. dolls are available at mass retailers nationwide and on BarbieCollector.com for a variety of price points:
- S.I.S. Doll Pair Assortment (big and little sister) - $19.99
- S.I.S. Little Doll Assortment - $7.99
- S.I.S. Stylin' Hair Doll Assortment - $24.99

Black Barbie Facts:
-First introduced in 1967 as a friend of Barbie named Francie
-The first official Black Barbie was introduced in 1980
-Byron Lars started designing fashions for Barbie since 1997
-This fall Mattel plans to introduce, The So In Style dolls, a collection of Black Barbies complete with authentic-looking African American features, a facial sculpt, fuller lips and a wider nose. The dolls will also have distinctive cheekbones and curlier hair.

Moja™

Designed by Byron Lars Barbie® doll is presented in a sleek ensemble of shimmering brown and golden hues. Her three-quarter length chocolate brown jacket is worn over a crop top that is adorned with multiple strands of ceremonial beads, signifying the African treasures of ivory, ebony and gold. Flared hip-hugger pants feature lace that fades from the deepest brown to shimmering gold at the hem. Her enchanting face and full lips are delicately burnished with glittering golden hues and her artistic eye make-up dramatically frames her exotic dark eyes. Decoratively carved faux ivory and golden arm bracelets are complemented by golden African designs printed on her hands and forearms. Finally, her extraordinary hairdo of intricately patterned braids adorned with faux ivory and golden beads majestically celebrates her African heritage.

PRICE: $250.00