With the release of two Barbie dolls inspired by PWHL superstars Sarah Nurse and Marie-Philip Poulin—in full hockey gear, sticks and all—the league has tapped into one of pop culture's most recognizable symbols of empowerment and imagination. And thanks to a charitable tie-in, the impact of this collaboration with Mattel and Tim Hortons will ripple far beyond store shelves.
For every doll that was sold on the PWHL website and at participating Tim Hortons locations, $5 goes directly to support the Grindstone Award Foundation, a Canadian charity that provides grants to help girls under 19 play hockey. For families who’ve struggled with high fees, expensive travel and limited access to quality programming, those dollars can mean the difference between a daughter leaving the game or staying on the ice.
"At the PWHL, we believe in breaking down barriers to the game we love,” said Erin Ostlund, the Director, Social Responsibility for the league. “Partnering with Tim Hortons to support the Grindstone Award Foundation means more girls and women can access the sport, regardless of financial circumstance. Together, we're building a more inclusive future for hockey."
The partnership highlights one of the most pressing issues in youth hockey: access. Girls often face unique barriers to staying in the game, from the cost of equipment and team fees to the lack of available ice time, not to mention the challenge of seeing themselves represented at the highest levels. Even talented players can find their paths to higher-level competition blocked by financial strain or unclear opportunities.
While various organizations exist to broaden access to sport in general, very few are designed specifically for girls in hockey. Since its founding in 2015, Grindstone has awarded grants to families struggling to afford to keep their daughters playing. Needless to say, demand is high.
“We’re incredibly grateful to Tim Hortons and the PWHL for their generous support, and for teaming up with Mattel to champion the growth of girls’ hockey across Canada,” said Danielle Bell, President of the Grindstone Award Foundation. “As a national charity, we’re proud to partner with organizations that not only support gender equality in sport, but understand that when girls are given the chance to play hockey, they gain confidence, build resilience, and grow into future leaders. This collaboration will help more girls access the game and discover all that Grindstone has to offer.”
The PWHL’s involvement in this initiative builds on its partnership with Tim Hortons, which launched earlier this year. Together, the two organizations designed a program with three main goals: provide direct financial support for under-resourced girls, improve the experience of playing through mentorship and increased access, and inspire the next generation by giving young players meaningful interactions with PWHL athletes and opportunities to attend games.
The Barbie collaboration provides a visible, viral moment and tangible funding that will keep girls in the game. For Barbie, the move into hockey fits seamlessly into a brand that has evolved over decades to reflect girls’ limitless potential. From astronauts to presidents to scientists, Barbie has long been about imagination meeting aspiration. Now, hockey joins the list, and with Sarah Nurse and Marie-Philip Poulin leading the way, representation could not be stronger.