From the rugby field to the toy aisle, Olympic medalist Ilona Maher is redefining what strength and femininity look like — in Barbie form.
Mattel announced in Forbes on Oct. 6 that Maher would be featured in its Role Models line, a series of dolls created to celebrate women who inspire others through achievement and leadership.Â
Maher, known for promoting body confidence on social media, told Forbes her Barbie reflects strength and athleticism as forms of beauty. Her doll joins an evolving collection of Barbies that embrace diversity with a variety of body types, skin tones and careers. For many student-athletes, the new doll represents progress in how girls view female athletes and their own bodies. Jillian Hernandez, an associate professor of women’s studies and sexuality at the University of Florida, said representation like Maher’s can influence how young girls understand femininity. “It opens a space for the idea that a girl’s body doesn’t lose any value if it looks stronger or more muscular,” Hernandez explained. She added that body image is shaped by more than media portrayals. “Media can be both empowering and damaging,” Hernandez said. “But often, the body shaming that girls face happens in their own homes or with their friends.” Jacqueline Vyce, a University of Florida student and fencer, said Maher’s Barbie normalizes ambition and strength for girls on and off the internet.
“It’s very important for young female athletes to see role models like Maher,” Vyce said. “It tells them it’s both possible and socially OK to succeed and take up space.”
According to Forbes, Maher’s inclusion in the Role Models series reflects Mattel’s effort to diversify the brand and highlight women in leadership and sports. Other dolls in the collection include global figures such as tennis player Naomi Osaka, gymnast Gabby Douglas and filmmaker Patty Jenkins, each chosen for breaking barriers in their fields.
 Gabriela Dreize, University of Florida club volleyball player, emphasized how the addition of the Barbie celebrates strength as part of femininity.
“Ilona Maher’s doll proves that every body type can be feminine. You can be strong and still be a woman,” Dreize said. “After all, Barbie has had every job in the world while staying true to her girly side.”
Forbes also reported that, according to a research project conducted by Mattel, one in three girls disengages from sports by age 14, primarily due to concerns about body confidence, self-doubt and a lack of visible female role models.
Emma Freeman, a senior at the University of Mississippi and former Division I track and field thrower, admitted she struggled with body image during her athletic career, but eventually the experience helped her redefine femininity. “Being an athlete has taught me that you don’t have to be thin and dainty to be feminine,” Freeman said. “Strong girls are important too. A strong body and big muscles meant I was in prime shape to win competitions.” Maher’s Barbie reflects a growing cultural shift toward celebrating women’s athleticism. Since launching the Role Models series in 2015, Mattel has produced more than 60 dolls modeled after female athletes.