Mattel looks to see how stereotypes impact the aspirations of kids in new research

Global toy company Mattel is partnering with Australia’s Department of Foreign Affairs and Trade (DFAT), New Colombo Plan Program (NCP) and leading regional universities such as the University of Melbourne (UoM) and the Universitas Indonesia (UI) to launch a Dream Gap Research Project specific to Asia Pacific. 

The research seeks to better understand the “Dream Gap” phenomenon in Australia and Indonesia, and more specifically, how social stereotypes, role models, geographic patterns and other factors impact young children’s interest in STEM. The study was done in tandem with International Day of the Girl Child. 

Don’t miss: Mattel and Gamefam bring Barbie and her dreamhouse to Roblox

STEM is a key topic for most countries and is considered vital in keeping up with technological changes to advance economies and prosperity. It is predicted that future workers will spend more than twice as much time on job tasks requiring science, math, and critical thinking than today. However, women are not entering STEM-related fields at the same rates as men and are generally underestimating their capabilities and potential within such disciplines.

The research in Australia and Indonesia will focus on children ages four to six, assessing how societal stereotypes are shaping the aspirations of girls and boys. It will aim to identify the impact of the Dream Gap on their ‘STEM identity’ – which involves thinking of oneself as a STEM person associated with process skills, certain capabilities and dispositions. The research also aims to provide insights for decision-makers to help close the Dream Gap.

“At Mattel, we are committed to supporting girl’s empowerment and inspiring the limitless potential in every child,” said Paul Faulkner, managing director of Mattel-APAC. “APAC plays a significant role for Mattel as it presents us with an opportunity to support young children in the region,” he added.

Mattel launched the Dream Gap Project in 2018 after research by NYU showed that starting at age five, many girls begin to develop self-limiting beliefs and think they're not as intelligent and capable as boys. The Dream Gap for young girls still exists, but new research out of NYU shows the challenges don’t lie in girls lacking self-confidence or drive — the gaps occur in the world around them. Even though progress has been made toward gender equality, stereotypes and societal biases will exist that can affect a girl’s trajectory and future choices.

The Barbie Dream Gap Project on the other hand is a global mission dedicated to closing the gap by challenging gender stereotypes and helping undo the biases that hold girls back from reaching their full potential. For the first time, Mattel’s expansion of the Dream Gap Research Project in Asia Pacific will study the impacts of such factors across both girls and boys.

The Dream Gap study will provide valuable insight that will help forge partnerships, build discussions amongst stakeholders and contribute to policy development within the region. Results for Australia and Indonesia will be available by December 2023, with plans to expand the initiative to Japan in 2024.

Mattel also recently collaborated with metaverse game developer Gamefam to bring a Barbie-themed game to the global immersive platform Roblox earlier this month. 

By tapping into Gamefam’s metaverse gaming expertise, Mattel aimed to engage over 66 million daily active users on Roblox, reaching existing fans and attracting a new fan base, inspiring them to be anything they want to be.

Players can fully express their inner Barbie through highly customisable avatars using exclusive fashion items and accessories to create new styles. The experience also comes equipped with diverse customisation options including nine different skin tones and various body types, 15 face and makeup configurations, as well as an array of hairstyles.

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