HEWI MAG / Design
Barbie™ x HEWI Collection: Where Design Meets Purpose
In this interview, Ruth Henriquez, Head of Licensing, Publishing & LBE at Mattel EMEA, shares insights into the collaboration with HEWI. She explains how the Barbie™ x HEWI Collection uniquely combines design, inclusion, and brand vision.
1. Ruth, could you briefly introduce yourself and your role at Mattel?
I lead the Collaborations and Partnerships across different verticals for Mattel across EMEA. My role is to build meaningful brand extensions and immersive experiences that deepen engagement with our Brands. At the heart of what I do is identifying the right partners, who share our values, and working together to create products and experiences that bring our brands into new spaces, in unexpected and impactful ways.
2. The Barbie™ x HEWI Collection is a first in the sanitary sector. What strategic significance does this collaboration hold for Mattel?
This collaboration is a powerful example of how our brand can connect and with consumers through new industries. With Barbie, we are not only tapping into her cultural influence but using it as a platform to shape more inclusive and imaginative worlds. HEWI is a pioneer in barrier-free, design-led environments - together, we’ve created a collection that is both beautiful in design and purpose-driven. Strategically, this expands Barbie beyond lifestyle and fashion, into architectural and product design, reinforcing her position as a cross-generational, inclusive and design-relevant icon.
3. How important is it for Barbie™ to explore partnerships like this? And what are the complexities?
Collaborations are integral for consumer engagement. Each one is an opportunity to surprise, to challenge expectations, and to reach new audiences, whether it’s through fashion, film, gaming, or, in this case, design and architecture. The challenge lies in ensuring brand integrity while creating something truly co-authored with our partners. That’s why we seek out collaborators like HEWI, brands that don’t just ‘fit’ Barbie, but elevate her purpose and bring their own heritage and vision to the table.
4. What excites you personally about HEWI and their design ethos?
HEWI has a remarkable ability to combine form and function in a way that feels almost effortless but is, in fact, deeply intentional. For nearly a century, they’ve innovated in spaces that are often overlooked - restrooms, washrooms, accessibility solutions - and made them aspirational. I admire their commitment to universal design: products that are intuitive, inclusive, and aesthetically refined. It’s rare to find a partner that so seamlessly aligns with our mission to create a more inclusive world through design.
5. Barbie has long been a symbol of fashion and lifestyle. How has the brand evolved in recent years?
The transformation of Barbie is ever evolving. She began as a fashion doll, but today she is a global platform for storytelling, self-expression, and social impact. We’ve made deliberate strides to ensure that Barbie reflects the world children live in - from her appearance to the careers she embodies. And we’ve expanded how and where she shows up across culture, media, design, and now even interior architecture. This collection with HEWI is a reflection of that modern, multi-dimensional Barbie.
6. What role does design play in Barbie’s world? Are there parallels between fashion and product design here?
Design is central to the identity of Barbie, whether it’s a couture gown or a cleverly engineered DreamHouse. Both fashion and product design are about envisioning better futures. They’re creative disciplines, but also deeply human ones. Just like fashion designers have used Barbie as a muse for over 65 years, product designers can take inspiration from her to imagine more inclusive and joyful environments. It’s that crossover that makes this collection so compelling.
7. How do you see Barbie’s perception evolving in the years to come?
Barbie has already transcended generations and reinvented herself again and again. I believe she will continue to evolve as a cultural barometer, staying relevant by listening, learning, and leading through storytelling and design. We’ve seen her move into cinema, fashion weeks, art exhibitions, and now industrial design. What’s next will be shaped by the creative voices we bring into her world and the boundaries we’re willing to push together.
8. Finally, is there a message you’d like to share with Barbie fans and design enthusiasts?
Barbie is proof that design can be playful and purposeful at the same time. She reminds us that imagination is powerful, and that the spaces we live in, play in, and grow in should reflect who we are and who we aspire to be. Whether you're a lifelong Barbie fan, a design thinker, or both, I hope this collection inspires you to dream boldly and design with intention.
