Tim Hortons and Barbie Turn PWHL Merch Into a Power Play for Fans

Quick listen: How Tim Hortons’ Barbie dolls mix merch, charity, and fan engagement — in under 2 minutes.

Hockey just got a Barbie makeover.

Tim Hortons, the PWHL, and Mattel have teamed up to release Barbie Tim Hortons PWHL Dolls inspired by league stars Sarah Nurse and Marie-Philip Poulin.

The limited-edition collectibles arrive in participating Canadian Tim Hortons stores today and will also be available online.

Part of the proceeds will help break down barriers for girls in hockey.

For every doll sold at Tim Hortons restaurants and TimShop.ca, $5 will go to the Grindstone Award Foundation, a charity that provides financial support for young female hockey players.

Notably, the PWHL will match the same amount for dolls bought through its online store.

“Tim Hortons is incredibly proud of our hockey leadership in Canada," said Hope Bagozzi, CMO for Tim Hortons.

Bagozzi continued, expressing joy over how Tim Hortons' local restaurant owners support 100,000 youth players across the country through Timbits Hockey, "breaking down financial barriers" for young girls.

The limited-edition dolls come dressed in Tim Hortons PWHL hockey jerseys and full gear, and retail for $34.99.

Both Nurse and Poulin were previously recognized as Barbie role models for their work in growing women’s hockey.

Pink Rink Experience in Toronto

To mark the launch, Tim Hortons has transformed its location at 3157 Dundas St. W. in Toronto into a pink-and-purple hockey showcase.

The pop-up will run until August 13, swapping out the brand’s signature red for Barbie pink and PWHL purple.

Apart from limited-edition collectibles and the unique brand activation, fans can also order themed menu items starting August 11.

This includes a Barbie PWHL Donut topped with pink sprinkles and a Barbie Pineapple Dragon Fruit Quencher.

Additionally, a Tims Barbie Hoodie will also be available online, adding a wearable option for collectors.

And as an icing on the cake, Tims Rewards members who buy a doll in-store will be eligible to win an exclusive PWHL game day experience.

“We’re especially proud that this initiative also makes a meaningful impact," shared Amy Scheer, Executive VP of Business Operations at the PWHL.

Overall, the push highlights how brand partnerships in sports can move beyond merchandise, making a significant charitable impact while giving fans something to be excited about.

Our Take: Is A Barbie Doll the Icing on the Cake?

What makes the latest campaign work is its ability to spark conversations about access, role models, and the future of girls in hockey.

That combination makes the Barbie Tim Hortons PWHL Dolls both a keepsake and a symbol of inclusion.

Merch drops are more often than not just quick cash grabs.

But for Tim Hortons, PWHL, and Barbie, it became a fun way to support a cause and stay true to their joint brand values.  

In other sports and F&B-related news, Bud Light recently teamed up with NFL legend Peyton Manning to launch limited-edition team cans.