The 23-year-old world No. 2 tennis player, who has used her
position to call attention to issues of police violence and racial inequality,
became a part of Mattel Inc's push to make its iconic toy line more diverse
with dolls based on different role models and professions.
"It's such an honor to be a part of the Barbie Role
Model series, and to remind young girls that they can make a difference in the
world. I want young girls everywhere to feel empowered to dream big,"
Osaka, who grew up idolizing 23-times Grand Slam champion Serena Williams, said
in a statement.
Mattel's tie-up with Japan's Osaka is the latest example of
brands becoming more comfortable with taking a stand on social issues and
banking on partnerships with female athletes to pull in new customers.
In April, Gap Inc's Athleta brand signed four-time Olympic
gymnastics champion Simone Biles for a new apparel partnership, with a focus on
diversity and inclusion.
Mattel also has Barbie dolls modeled on U.S. soccer player
Alex Morgan and Olympic fencer Ibtihaj Muhammad.
"Barbie is committed to celebrating real-life role
models... remarkable women who are breaking boundaries and inspiring the next
generation," Mattel said in a statement, announcing the Osaka doll that is
sporting a Nike tennis outfit and a racket.
Osaka, who did not compete in the Wimbledon championships
for personal reasons, following her withdrawal from the French Open for a
mental health break, will be competing in the Tokyo Olympics later this month.