For every purchase of selected items in the new Barbie Edgars clothing range, customers will receive a free bracelet, handmade by women at Rays of Hope and Thembalethu.
Both of these non-profit organisations employ women from rural communities, with the aim of creating economic change through income generation and skills development initiatives. In this case, each woman mastered the art of beading, with both organisations making 15,000 bracelets collectively over a two-month period.
Chantelle Fritz, marketing co-ordinator of Blue Horizon, said: "Through this initiative we hoped to empower and uplift women by training them to develop a new skill and thereby give them the chance to earn an income."
The Barbie brand has always been an inspiration for imagination and the brand's recent online campaign, Imagine the Possibilities, returns the brand to its roots, celebrating young girls' journeys of self-discovery and reminding people how play with Barbie helps inspire imagination and confidence.
"The local CSI bracelet initiative also reminds the next generation of girls and mums what Barbie stands for - inspiration, imagination and possibility," said Fritz. "By supporting non-profit organisations like Rays of Hope and Thembalethu, we are, in our own small way, giving more women the possibility of a hopeful future."
The new Barbie It's a Princess Kind of Day range consists of skirts, dresses, vests, T-shirts and leggings, in a soft palette of pink, grey and mint with silver, tulle and bow embellishments. The range is available from select Edgars stores nationwide.
