In Celebration of the Summer's Hugely Anticipated Big-Screen "Barbie" Movie, Warner Bros. Discovery and Mattel Partner with Save the Children to Inspire and Empower Girls from Around the World
Text-to-Donate PSA, Auction, and On-Air Integrations Launching Ahead of Warner Bros. Pictures' Live-Action Movie “Barbie,” Only in Theaters July 21
Burbank, CA – June 30, 2023 – Warner Bros. Discovery (Nasdaq: WBD), in connection with Warner Bros. Pictures' upcoming movie 'Barbie," today announced it is launching a global girls’ empowerment initiative. The multi-faceted campaign, benefiting worldwide humanitarian organization Save the Children, will help girls around the world receive the learning resources and support they need to make their dreams a reality. Mattel, creator of the global icon Barbie and IP owner of the brand, has partnered with Save the Children for nearly two decades and launched the Barbie Dream Gap Project in 2018; they will partner with WBD on the new campaign.
Kicking off today, the campaign will receive global attention on WBD linear, digital, and social platforms. Initiatives include an in-show integration on HGTV’s “Barbie Dreamhouse Challenge,” consumer activations through brand partnerships, and a Charity Buzz auction that features tickets to the Los Angeles and London premieres of the movie “Barbie,” among other exciting items.
"Warner Bros. Discovery is a long-standing supporter of Save the Children, so we are tickled pink to tap into the movie ‘Barbie’ to inspire and nurture the limitless potential in young girls around the world,” said Louise Soper, Senior Vice President, Global Brand Partnerships for Warner Bros. Pictures. “From astronaut, journalist, entrepreneur, and now movie star, Barbie’s over 250 inspirational careers remind us that you can be whatever you want to be, and give back to your community too."
Additionally, stars of the movie “Barbie,” including Margot Robbie, America Ferrera, Kate McKinnon, Simu Liu, and Will Ferrell, filmed a text-to-donate PSA that encourages viewers to text ‘Barbie’ to 707070 and join WBD in supporting the work of Save the Children. The PSAs will begin airing today on WBD platforms globally, from sports and streaming to cable and broadcast.
"Save the Children was established by a woman who believed she could accomplish things others didn’t believe were possible. That legacy still guides us today as we work to see girls everywhere embrace their potential,” said Luciana Bonifacio, Save the Children’s Chief Development Officer. “This is why we are excited to partner with Warner Bros. Discovery, Mattel, and the movie ‘Barbie’ to provide girls in the U.S. and around the world access to education and resources, encouraging them to believe in their own potential and achieve their dreams."
As the original girl empowerment brand, we couldn’t be more proud to join Warner Bros. Discovery during this exciting moment in Barbie’s history to support Save the Children,” said Lisa McKnight, Executive Vice President and Global Head of Barbie & Dolls, Mattel. “Barbie launched the Dream Gap Project with a global effort to level the playing field for girls, which cannot be done alone. Together, Mattel and Warner Bros. Discovery are partnering with Save the Children to help girls reach their full potential."
In the U.S., the partnership will support Save the Children’s early education, summer and after school programming to ensure children and their families have the resources and support needed to reach their goals. Internationally, it will support Save the Children’s girls’ empowerment programming by providing services across education, health, justice and child protection sectors.
The campaign is led by WBD’s Social Impact Solutions team, which is dedicated to global cause marketing campaigns engaging viewers, advertisers and business partners to move the needle on key social issues. By leveraging WBD’s iconic brands, franchises and global platforms in partnership with NGOs and charities, the team provides critical resources and needs to communities around the world. Social Impact Solutions’ core philanthropic focus areas address food insecurity, disaster relief and mental health and well-being.
To learn more about the movie “Barbie” visit https://www.warnerbros.com/movies/barbie.
To Donate to Save the Children, visit
About Warner Bros. Discovery:
Warner Bros. Discovery (Nasdaq: WBD) is a leading global media and entertainment company that creates and distributes the world’s most differentiated and complete portfolio of content and brands across television, film and streaming. Available in more than 220 countries and territories and 50 languages, Warner Bros. Discovery inspires, informs and entertains audiences worldwide through its iconic brands and products including: Discovery Channel, discovery+, CNN, DC, Eurosport, HBO, Max, HGTV, Food Network, OWN, Investigation Discovery, TLC, Magnolia Network, TNT, TBS, truTV, Travel Channel, MotorTrend, Animal Planet, Science Channel, Warner Bros. Pictures, Warner Bros. Television, Warner Bros. Games, New Line Cinema, Cartoon Network, Adult Swim, Turner Classic Movies, Discovery en Español, Hogar de HGTV and others. For more information, please visit www.wbd.com
About Save the Children:
Save the Children believes every child deserves a future. Since our founding more than 100 years ago, we’ve changed the lives of more than 1 billion children. In the United States and around the world, we give children a healthy start in life, the opportunity to learn and protection from harm. We do whatever it takes for children – every day and in times of crisis – transforming their lives and the future we share. Follow us on Facebook, Instagram, Twitter and YouTube.
Mattel is a leading global toy company and owner of one of the strongest catalogs 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, 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 mattel.com.
To live in Barbie Land is to be a perfect being in a perfect place. Unless you have a full-on existential crisis. Or you’re a Ken. Warner Bros. Pictures Presents a Heyday Films Production, a LuckyChap Entertainment Production, an NB/GG Pictures Production, a Mattel Production, “Barbie.” The film will be distributed worldwide by Warner Bros. Pictures and released in theaters only nationwide on July 21, 2023, and internationally beginning on July 19, 2023.
Save the Children believes every child deserves a future. Since our founding more than 100 years ago, we've been advocating for the rights of children worldwide. In the United States and around the world, we give children a healthy start in life, the opportunity to learn and protection from harm. We do whatever it takes for children – every day and in times of crisis – transforming the future we share. Our results, financial statements and charity ratings reaffirm that Save the Children is a charity you can trust. Follow us on Facebook, Instagram, Twitter and YouTube.
Thank you for signing up! Now, you’ll be among the first to know how Save the Children is responding to the most urgent needs of children, every day and in times of crisis—and how your support can make a difference. You may opt-out at any time by clicking "unsubscribe" at the bottom of any email.