Africa’s first Barbie is SA ‘shero’ Lira

Mattel announced ahead of tomorrow’s Women’s Day celebrations its first African role model Barbie is Lerato Molapo, pictured, popularly known as Lira. Barbie, the number one fashion doll in the world, honoured Molapo for breaking boundaries for the next generation of girls.

As a brand dedicated to inspiring the limitless potential in every girl, Barbie has been on a mission to honour diverse role models, both modern-day and historical, who help pave the way for the next generation of girls.

As Barbie continues its 60th anniversary celebrations worldwide, Lira has been chosen as the next Barbie role model to be recognised with a one-of-a-kind doll, which is the highest honour one can receive from the Barbie brand.

Lira joins role models or “sheroes”, female heroes who continue to break barriers, including Ibtihaj Muhammad, Maya Gabiera, Chen Man and Misty Copeland.

“For 60 years, Barbie has championed girls, inspired generations to believe through make believe and showed them that they have choices.

“With more than 200 careers, six runs for president and a trip to the moon before Neil Armstrong, Barbie continues to evolve as a modern, relevant role model for all ages,” said Lisa McKnight, general manager and senior vice-president of Barbie.

“The Barbie brand believes girls should never know a world, job, or dream women haven’t conquered.

“Through our global role model programme, we are shining a spotlight on inspiring women, such as Lira, to show girls they can be anything.”

Barbie kicked off its 60th anniversary programming in March, timed for International Women’s Day, with the largest line-up of global female role models.

The brand also continued its commitment to the Barbie Dream Gap Project, a multiyear global initiative to raise awareness of limiting factors that prevent girls from reaching their full potential.

Research has identified that starting at age five, many girls are less likely than boys to view those of their own gender as smart and begin to lose confidence in their own competence.

Cultural stereotypes, implicit biases and representation in the media make this worse.

In the United States, this has been referenced as the “dream gap”, but there are similar trends seen around the world.

“I’m deeply honoured to be Barbie’s first African role model and am excited to align with brand that is on a mission to show girls more diverse role models,” said Lira.

“I have always been someone who endeavours to celebrate my skin tone and natural hair and it is just amazing to see this reflected in my doll.”

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