Tim Hortons, the Professional Women’s Hockey League (PWHL), and Mattel’s Barbie brand have teamed up to release the Barbie Tim Hortons PWHL Dolls, modeled after hockey stars Sarah Nurse and Marie-Philip Poulin.
Can anyone say, “Dream Penalty Box?”
Available starting August 11 at participating Tim Hortons restaurants across Canada – and now online at TimShop.ca and official PWHL shops in both Canada and the U.S. – each doll sold through Tim Hortons or TimShop.ca will see $5 CAD donated to the Grindstone Award Foundation. This charity helps break down financial barriers for girls in hockey. The PWHL will match that donation for dolls purchased through its online store.
Hope Bagozzi, chief marketing officer at Tim Hortons, said the brand is “proud to partner with Barbie, Sarah Nurse, Marie-Philip Poulin and the PWHL” and to support Grindstone in helping more girls get on the ice. Mattel Canada general manager Tara George added that the dolls “champion the belief that a girl can be anything – including a hockey player – in and outside of the playroom.”
The collaboration isn’t just about funding—it’s about representation. Barbie remains the most diverse doll line on the market, and research shows girls who play team sports often exhibit higher confidence, stronger leadership aspirations, and greater belief in their abilities.
Inspired by Nurse and Poulin—both recognized as Barbie role models in 2020 for their trailblazing careers—the dolls feature Tim Hortons PWHL jerseys, hockey sticks, helmets, and skates, and retail for $34.99 CAD. PWHL executive vice president Amy Scheer said that “fans have been asking for these dolls” and that this initiative “will make a tangible impact for the next generation.”
Tim Hortons is marking the launch with a full Barbie pink and PWHL purple takeover at its 3157 Dundas St. W. location in Toronto, open to fans through August 13. Limited-time menu items include the Barbie PWHL Donut, Barbie Pineapple Dragon Fruit Quenchers, and a Tims Barbie Hoodie available online.
Danielle Bell, president of the Grindstone Award Foundation, said the program will help more girls “access the game, gain confidence, and grow into future leaders.”
With its mix of sports, style, and social impact, this partnership is aiming to both celebrate the sport and inspire the next wave of women’s hockey talent.
Lexi Carson covers the buzziest campaigns, brand beefs, and streaming shake-ups. She’s known for her razor-sharp takes, obsession with 90s ad jingles, and a red bob that’s never once missed a deadline.
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