Barbie Adds Doctor Who, Dana Scully and More to Its Growing Roster of Modern Icons

The brand's lineup is rapidly evolving to go beyond breezy fashion

The first female Doctor Who and X-Files' Dana Scully are part of a new breed of Barbie. - Credit by Mattel
Headshot of Shannon Miller

If you’re a dedicated Whovian who also likes seeing more STEM role models for girls, there’s reason to rejoice. Mattel has paired up with BBC Studios to celebrate the long-awaited arrival of the Thirteenth Doctor with a Doctor Who Barbie.

The commemorative collectible arrived—or at least went up for pre-order—shortly after Jodie Whittaker’s historic debut this past Sunday as the first female Doctor of the series, which began in 1963. Like any good figurine adaptation, the resemblance is striking and features details such as her black rainbow-striped shirt, travel-worn boots, cropped trousers, iconic suspenders, and, of course, her trusty sonic screwdriver. Thankfully, the resemblance to Whittaker herself is also spot-on, from her blond bob to her daringly inquisitive expression.

Doctor Who joins a rapidly growing roster of Barbies that go beyond the toy brand’s traditional roots in glossy fashion and breezy pastimes.

This summer, Mattel announced Barbie incarnations of both Dana Scully and Fox Mulder from Fox’s X-Files. The modern reboot of Tomb Raider Lara Croft also has a Barbie, complete with bandaged wounds and ice ax.

Beyond pop culture, the brand has been extending into historical figures, as well, with an Inspiring Women series that includes Frida Kahlo, Amelia Earhart and NASA pioneer Katherine Johnson.

The new time-traveling Barbie was made available for pre-order on Monday, though eager Doctor Who fans have already snatched up the entire stock, which is set to ship on Nov. 9. Those who are still interested can try their luck with other retailers like Hot Topic or visit the official Barbie website and sign up for notifications once the Doctor is back in stock.

All images courtesy of Mattel.


Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.

Shannon Miller is a writer, podcast creator and contributor to Adweek.
Publish date: October 9, 2018 https://dev.adweek.com/creativity/barbie-adds-doctor-who-dana-scully-and-more-to-its-growing-roster-of-modern-icons/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT