Barbie to become Official Partner of the PWHL


TORONTO, ON (February 29, 2024) – The Professional Women’s Hockey League (PWHL) and Mattel Canada today announced a new partnership for the league’s inaugural season. The agreement sees the leading global toy company’s iconic Barbie brand, named an Official Partner of the PWHL.


“Barbie represents female empowerment, and like the PWHL, breaks down gender barriers to redefine what’s possible for women and girls of all ages,” said Amy Scheer, PWHL Senior Vice President of Business Operations. “This partnership will amplify the league’s positive role models and champion the belief that a girl can be anything she wants to be, including a professional hockey player.”


“We are proud to partner with the Professional Women’s Hockey League in their inaugural year,” commented Tara George, General Manager, Mattel Canada. “As a brand, Barbie strives to inspire the limitless potential in every girl, and we are thrilled to work with the PWHL to spark new dreams for female hockey players in Canada.”


The partnership includes a video series of inspiring content for kids, presented by Barbie, featuring PWHL players sharing their stories across broadcast and social media platforms. Additional activations include in-arena rink boards and in-game moments across the league’s three Canadian markets in Montréal, Ottawa, and Toronto.


The inaugural PWHL regular season began on January 1, 2024, and includes 72 games through May 5, 2024, followed by playoffs.


About Mattel

Mattel is a leading global toy company and owner of one of the strongest portfolios of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Monster High® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at


About the Professional Women’s Hockey League (PWHL)

The Professional Women’s Hockey League (PWHL) is a professional ice hockey league in North America comprised of six teams in Boston, Minnesota, Montréal, New York, Ottawa, and Toronto, each with rosters featuring the best women’s hockey players in the world. Visit to purchase tickets and merchandise, and subscribe to the PWHL e-newsletter to receive the latest league updates. Follow the league on all social media platforms @thepwhlofficial plus all six team accounts @pwhl_boston, @pwhl_minnesota, @pwhl_montreal, @pwhl_newyork, @pwhl_ottawa, and @pwhl_toronto.