The rise of the popularity of the Professional Women’s Hockey League (PWHL) is evident in the latest corporate sponsorship that is expected to be welcomed particularly by young girls.
The league announced that it has partnered with Tim Hortons and Mattel Inc. to sell Barbie dolls, with the likenesses of PWHL stars Marie-Philip Poulin of Montreal, and Sarah Nurse of Vancouver. The dolls will be available at Tim Hortons locations across Canada starting Monday, August 11 for the price of $34.99 CAD.
“Our goal is to inspire the next generation of hockey players by bringing these Barbie dolls to life in partnership with Tim Hortons and the PWHL,” Tara George, general manager at Mattel Canada said in a statement. “These Barbie dolls reflect our commitment to championing the belief that a girl can be anything she wants to be — including a hockey player — in and outside of the playroom.’
Each doll features either Poulin or Nurse adorned in the colours of the PWHL, holding a hockey stick and wearing a helmet and skates.
To celebrate the launch of this partnership, both Poulin and Nurse were present for a fan event last Thursday at a Tim Hortons restaurant in the west end of Toronto. The Dundas Street West location has undergone a temporary cosmetic transformation, The “Tims red” has been replaced with Barbie pink and PWHL purple, and will remain as such until August 13.
“You can be anything, especially at Barbie’s hockey dream house!” said Nurse in an Instagram post.
As part of a shared commitment to increasing access for girls in hockey, Tim Hortons will donate $5 for every doll sold to the Grindstone Foundation; a figure that will be matched by the PWHL for each doll purchase made through the league’s online store.
“Our vision is to empower young girls across Canada through hockey, fostering confidence, leadership, and community, while eliminating financial barriers to ensure that every aspiring female athlete has the opportunity to participate and thrive,” reads the ‘Mission Statement’ page on the Grindstone Foundation website.
Poulin, the captain of the Montreal Victoire, was voted the winner of both the Billie Jean King MVP Award and Forward of the Year in 2025.
Nurse signed with the expansion PWHL Vancouver team after spending her first two seasons with the Sceptres (nee PWHL Toronto).
