Tim Hortons x The PWHL, in collaboration with Mattel, Inc., have unveiled the 'Barbie® Tim Hortons® PWHL™ Dolls.' Available at participating Tim Hortons restaurants across Canada, as well as online at the TimShop and PWHL Shops, these limited-edition dolls celebrate women’s hockey while connecting sport, culture, and community engagement.
As part of the partnership’s commitment to expanding opportunities for girls in hockey, Tim Hortons will contribute $5 from each doll sold in participating restaurants and through the TimShop to the Grindstone Foundation. The PWHL will match this with an equal donation for purchases made through its online store, doubling the initiative’s impact on grassroots hockey programs.
Inspired by PWHL stars Sarah Nurse and Marie-Philip Poulin—both recognized as Barbie role models in 2020 for advancing women’s hockey—the dolls come complete with "a Tim Hortons PWHL jersey, hockey stick, helmet, and skates." Retailing for $34.99, they aim to inspire young athletes through representation and the empowerment of sport.
Hockey-Centric QSR Partnerships
Tim Hortons x The PWHL x Barbie Team Up for a Makeover and Dolls
Trend Themes
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Sports-themed Collectibles — The partnership between Tim Hortons and Mattel highlights the rising popularity of sports-themed collectibles, creating unique marketing opportunities that blend fandom and sports culture.
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Celebrity Athlete Branding — Utilizing prominent athletes as brand icons, such as Sarah Nurse and Marie-Philip Poulin, continues to reshape product marketing strategies to enhance brand visibility and appeal.
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Social Impact Branding — This collaboration emphasizes the trend of brands aligning with social causes, promoting products that also drive community investment and social change, such as supporting grassroots sports programs.
Industry Implications
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Toy Manufacturing — The creation of sports-themed dolls signifies an innovative direction in toy manufacturing, merging popular cultural themes with traditional toy products to expand market reach.
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Quick-service Restaurants — The partnership between Tim Hortons and PWHL illustrates an evolution in quick-service restaurant marketing, where collaborations extend beyond food to capitalize on cultural and social aspects.
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Women's Sports Leagues — The PWHL's involvement in collaborative merchandise efforts underscores a growing opportunity for women's sports leagues to leverage their athletes and brand recognition for ancillary revenue streams.