The 50km walk may be unglamorous and a little absurd but seven female athletes’ legal fight with the IOC is worth backing
To Lausanne then, home of the International Olympic Committee, and the source last week of an exciting press release about the latest developments in its “global licencing strategy”. The IOC has teamed up with the toy manufacturer Mattel, which has designed a set of Olympic-themed Barbie dolls. “The collaboration with Mattel is a great way to engage with an important audience, our younger fans and their families, and through these high-quality products to connect them with the Olympic brand and values” sayzzzzz, sorry, says Timo Lumme, managing director of IOC television and marketing servicezzzzz. The new line is designed to highlight the IOC’s spirit of “inclusivity and innovation”.
“Innovation” because Barbie is taking part in the hip new sports the Olympics has brought in – “How do you do fellow kids?” – to win over a younger audience. So we have skateboarding Barbie, surfing Barbie, sports climbing Barbie, and kick-ass karate Barbie – more power to her pink plastic elbow. “Inclusivity” because … actually, on that, one second. There is one thing that Barbie definitely won’t be doing this summer, even though you’d think her stiff limbs might make her a natural at it – the 50km racewalk.
Related: Why the IOC ban on protests at Tokyo Games is breathtaking hypocrisy | Emma John
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