Barbie logo in pink with Dewalt logo in yellow and black overlay.
Black tool bag with yellow accents, 'DeWalt X Barbie' logo printed on the front, pink handle, and black straps, set against a black background.
A pink and black DeWALT cordless drill with a yellow label, alongside a matching pink and black 20V MAX 6Ah battery pack.

The Challenge

While women make up 15% of the construction industry, their presence on the ground vanishes to just 1% in manual, on-site roles

A woman construction worker wears a yellow safety vest, working with a drill on wooden planks at a construction site with a multi-story building under construction in the background.

Power Meets Possibility: Build Your Dream with DeWalt Strength and Barbie Confidence

The "boots-on-the-ground" gap isn't just a recruitment issue; it’s a cultural one rooted in early childhood perception and the lack of visible representation in trades

A woman construction worker wearing a white safety helmet, protective glasses, a yellow safety vest, and a pink tool belt labeled "Barbie" using a power drill to secure a metal beam at a building site. In the background, other workers in safety gear are working on a construction site with a multi-story building under construction.

The Strategy

Pink bucket labeled 'Barbie DeWALT' tipped over with pink and yellow plastic sticks spilling out.

A subversive collaboration between DeWalt and Barbie designed to de-stigmatize manual labor for women. By combining professional-grade power tools with Barbie’s "You Can Be Anything" ethos, we moved beyond the boardroom and onto the job site.

The Execution

The Gear: A limited-edition line of professional DeWalt tools in iconic Barbie pink, designed to be seen on active New York City construction sites.

Pink and black cordless DeWalt drill with a silver chuck.
Black DEWALT tool bag with pink and yellow accents, featuring the logo and the words 'X Barbie' on the side.
A pink and black DeWalt 20V MAX battery with a capacity of 6.0 Ah.

The Experience: A high-visibility "Build Your Dream" pop-up in London’s Leicester Square, where young girls and women used the collab to build custom furniture, proving that "on-site" is a place where they belong.

Children building pink furniture and dolls at a DeWalt activity booth with a pink canopy that says 'Build Your Dream!' in an outdoor urban setting.