Mattel is teaming up with New York-based sports entertainment agency AthLife to roll out a series of Barbie-branded experiences at sporting events across the US. 

The partnership kicks off on August 20 with the Houston Astros baseball team hosting the Boston Red Sox for an MLB Barbie Night Game. Designed to “empower young girls” and increase their brand affinity with Mattel’s iconic doll brand, the event will feature activations including themed product giveaways, photo opportunities, branded jerseys and trivia. 

AthLife then plans to replicate this model at major and minor league events across the US, including an Indiana Fever vs. Chicago Sky WNBA basketball game on August 30, and a second MLB game between the New York Mets and the Atlanta Braves on September 26. The company is also working on lining up more games that it will announce throughout the year. 

AthLife has previously run similar initiatives for Marvel Entertainment, Image Comics’ Skybound imprint, the video software platform Panoscape and OT Sports. To date, the 20-year-old company has helped launch more than 700 themed sporting events involving its network of 200 professional and minor league sports teams.