Mattel has revealed a new Barbie doll that honors U.S. rugby Olympian Ilona Maher, introducing a new “Muscular sculpt” for the doll that celebrates athletic strength and confidence. The launch, announced October 6, adds the 29-year-old athlete and body-positivity advocate to Barbie’s expanding roster of women role models. The doll was one of four created for “Team Barbie,” which focuses on women athletes and is meant to encourage girls to be confident in their abilities.
Maher, who helped the U.S. women’s rugby team secure the bronze medal at the 2024 Paris Olympics, has built a following for her mix of humor, authenticity and advocacy for women in sports. “Being part of Team Barbie is about showing girls that confidence isn’t something to shy away from,” she said in Mattel’s announcement, noting her hope to inspire others to recognize their own potential.
The Ilona Maher doll introduces a new athletic body shape with defined arms, shoulders and legs, along with a straighter torso and sculpted core. Mattel said the design was created to reflect the power and endurance of professional athletes and expand the representation of women’s physiques in its toy line.
Online reaction, however, has been mixed. Many praised Maher’s inclusion in the Barbie collection, while others questioned whether the doll accurately reflects the rugby player’s muscular frame. Several commenters expressed a desire to see the company take an even bolder approach in depicting athletic bodies more realistically.
Maher joins three other international rugby players recognized in the initiative: Ellie Kildunne (U.K.), Portia Woodman-Wickliffe (New Zealand) and Nassira Konde (France). Those three dolls were created as one-of-a-kind tributes and will not be available for purchase. Some fans have also pointed out the absence of Canadian players, such as Olivia Apps, who played a pivotal role in helping Canada earn the silver medal at the Paris games.
Krista Berger, senior vice president of Barbie, said the company aims to highlight women who challenge limitations and inspire self-belief. “By showcasing the stories of incredible role models whose confidence has fueled groundbreaking success, we’re showing girls that the future of sports – or wherever their passion takes them – is theirs to claim,” Berger said in a statement.
Beyond rugby, Maher has become a visible voice for athletic women in media and fashion. She appeared on the cover of Sports Illustrated in 2024, walked the magazine’s runway and later finished as runner-up on Dancing with the Stars. Maher said, “I’m honored to use my platform to empower the next generation to find that spark of confidence within themselves and let it drive them toward unlocking their limitless possibilities.”
The Ilona Maher Barbie doll is expected to reach stores in 2026. According to Mattel’s press release, the company will donate to sports organizations for girls in each of the four countries represented by the Team Barbie dolls.
Sources: USA Today, NBC News, Mattel
