From coffee shops to cosmetics aisles and even the hockey rink, Barbie is boosting its presence in Canada this summer with a wave of pink partnerships that tap into inclusivity, community and women in sport.

On Aug. 11, a new line of Barbie-themed Quo Beauty cosmetics and hair accessories hit the shelves. That same day, Tim Hortons turned a Toronto location pink to celebrate the launch of a limited-edition PWHL doll collaboration with star players Marie-Philip Poulin and Sarah Nurse.

Last week’s launches came after a spring team-up with Dare to create a line of Barbie-inspired snacks, including Bear Paws, Whippets, Wagon Wheels and Pink Lemonade cookies.

So why the current blitz in the Canadian market? Jennifer Gileno, director of licensing and location based entertainment at Mattel Canada, tells strategy that there’s a cultural symmetry between Barbie and Canada that makes the country a prime location to extend the presence of the iconic brand.

“These partnerships tap into the unique cultural landscape of Canada, where there’s a strong focus on inclusivity, community and empowerment – all values that align closely with the Barbie brand,” Gileno says. “This year, we have been continuing to diversify the presence of Barbie into new categories, with a specific focus on women in sport. And we’re just getting started.”

The activations build on last year’s 65th anniversary celebrations that marked Barbie’s continuing evolution as a brand. In 2024, Mattel partnered with a selection of Canadian companies led by women to develop eight looks inspired by Barbie dolls throughout history.

Launched in 1959, the Barbie brand is perhaps as prominent as ever in 2025. Its profile surged in 2023 with help from Greta Gerwig’s film starring Margot Robbie and Ryan Gosling and the “Barbenheimer” phenomenon that followed.

“We continue to see strong growth in Barbie brand love and engagement, fuelled by a sustained connection with both long-time fans and new audiences,” Gileno says. “Moving forward, we are nurturing this emotional connection to the brand through strategic collaborations, relevant storytelling and a deep focus on community engagement … Barbie is not only maintaining her nostalgic appeal but also shaping a modern, multifaceted identity that resonates across generations.”

The 23-piece Quo x Barbie collection, which includes colour cosmetics plus cosmetic and hair accessories, is available online and at Loblaw banners in Ontario and Western Canada, including Shoppers Drug Mart, Pharmaprix and select Real Canadian Superstores.

A Barbie Power Pink Truck will be hitting the streets of Toronto from Aug. 16 to Aug. 20 to hand out giveaways including products from the new collection and a custom Andrea’s cookie.

Tim Hortons is rolling out special-edition Barbie donuts and drinks alongside the Poulin and Nurse Barbie dolls, which come packaged with PHWL hockey jersey, hockey stick, helmet and skates.

The NBP Group worked on PR for the Quo and Dare product launches.