Barbie has made no secret of the fact that she’s a women’s hockey fan, but now she’s teaming with the PWHL and Canadian donut franchise Tim Hortons to prove it.
While the Professional Women’s Hockey League (PWHL) made Barbie and parent company Mattel official partners during its first season in 2024—teaming up on content and Barbie Night game promotions—the league has never had a doll to call its own. The partnership has yielded Barbie PWHL merchandise and a full PWHL Barbie collaboration with Toronto-based label The Peace Collective, but no sign of Barbie herself.
Starting Aug. 8, however, Barbie Tim Hortons PWHL dolls will be available at TimShop.ca and shop.thepwhl.ca for Canadian fans, and at shop.thepwhl.com for fans in the United States. On Aug. 11, they’ll be stocked at Tim Hortons restaurants in Canada.
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“Our goal is to inspire the next generation of hockey players by bringing these Barbie dolls to life in partnership with Tim Hortons and the PWHL,” said Tara George, general manager at Mattel Canada. “These Barbie dolls reflect our commitment to championing the belief that a girl can be anything she wants to be—including a hockey player—in and outside of the playroom.”
There are two Barbie Tim Hortons PWHL Dolls, inspired by Team Barbie athletes including tennis superstar Venus Williams and Canadian soccer legend Christine Sinclair—as well as PWHL stars Sarah Nurse and Marie-Philip Poulin, who were recognized as Barbie role models in 2020. Each Barbie doll has a Tim Hortons PWHL hockey jersey, hockey stick, helmet, and skates, priced at $34.99 Canadian—or roughly $25.45 U.S.
“We’ve heard from fans across the league that they’re eager to see Barbie Tim Hortons PWHL Dolls, making this collaboration with Tim Hortons and Barbie an ideal fit,” said Amy Scheer, evp of business operations at the PWHL.
With each sale, $5 Canadian ($3.64 U.S.) goes to The Grindstone Award Foundation, a Canadian charity that provides financial assistance to female hockey players under the age of 19. It’s a valuable contribution, as the PWHL’s efforts in Canada are often rewarded. Not only have games in Toronto and Montreal received record attendance, but the most-attended games during the PWHL’s nine-city Takeover Tour of North America were in Edmonton (17,518), Quebec City (18,259), and 2026 PWHL expansion city Vancouver (19,038).
“We’re especially proud that this initiative also makes a meaningful impact, as the Grindstone Foundation continues to transform the lives of girls across Canada by helping to remove barriers and create more opportunities for the next generation of players,” Scheer said.
Meanwhile, Tim Hortons left it all out on the ice for this particular promotion. Its restaurant on Dundas Street West in Toronto has been redone in Barbie pink and PWHL purple through Aug. 13. Its rewards members who buy a doll will be entered to win a PWHL gameday experience.
There’s even a Tims Barbie hoodie at TimShop.ca and a Barbie PWHL Donut—a yeast ring with white icing and pink sprinkles—and Barbie Pineapple Dragon Fruit Quenchers at certain locations.
“Tim Hortons is incredibly proud of our hockey leadership in Canada, including how our local restaurant owners collectively support 100,000 youth players in communities across the country every year through Timbits Hockey,” said Hope Bagozzi, CMO of Tim Hortons.
Jason is an Adweek staff writer covering sports marketing.
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