In September 2020, Mattel and Blue Horizon Licensing had the opportunity to partner with Gift of the Givers on a campaign with Ackermans to bring to market a range of Barbie-branded face masks and shields. Mattel donated royalties from the sales of the face masks to Gift of the Givers, in support of their work in disaster response, hunger alleviation, water provision, healthcare, education and social upliftment during the Covid-19 pandemic.

The campaign was themed on the Barbie Dream Big messaging that encouraged girl to be kind, imagine the future and aspire to be a superhero like all the essential workers during the pandemic.


By working with four of our influencer partners, Mascara and Mimosas, Lanes of Grace, The Daily Reev and The Gallow Girls  to amplify the messaging and the campaign, we achieved very successful sales from the masks and visors.



By the end of the campaign, we are elated to have raised just over R37 000 that will be donated to Gift of the Givers. The foundation will continue to assist with refurbishing hospitals and health care centres, carry out PCT Covid-19 tests nationwide and delivering food parcels in South Africa, Malawi, Namibia and Zimbabwe.

The Blue Horizon Licensing team would like to thank our influencer partners, the consumers that purchased facemasks and visors and Gift of the Givers. We couldn’t have done this without our incredible licensees, Global Source and The Character Group as well as our retailers Ackermans and Power Fashion.


“We are proud to have partnered with an organisation that strives to have such a positive impact on the people of South Africa, and that continues to dream of a better future despite all the challenges we face on a daily basis. It’s a great fit for a brand that encourages its audience to Dream Big,” concludes Michelle Reid, CEO of Blue Horizon Licensing.