Because my work typically centers around home and food, my days at the office tend to look the part—from design brainstorms and content planning to taste testing and product development. But every now and then something entirely unexpected comes our way—a not-so-everyday opportunity that’s simply too fun to pass up.
This happened a couple of years ago during a meeting when someone around the table mentioned Barbie® and their interest in a collaboration. I was so excited, it was an easy “yes” for me, and I may have even texted both of my daughters right then—my sisters too—who remember as well as I do just how many hours we spent playing with Barbie® as little girls.
Every time I imagined the look and feel of what we’d create for this collaboration, I kept feeling drawn to the 70s, which happens to be the decade I was born into, and even today is a style and vibe I naturally love. Fortunately, the team loved the idea of a retro aesthetic and the sentiment around going back in time a bit not only to the style of the 70s, but back to the spirit of who I was as a six-year-old when I first fell in love with the world of Barbie®. So, we all got to work designing a 1970s townhouse. The first thing we did was track down as many dollhouses we could that Barbie® had distributed in the late 70s. We borrowed elements I remembered from my own, like the mid-century breezeblock on the exterior and the pink-and-white color scheme, and we added a few details that define me today, like my love of cozy spaces and baking at the kitchen island. I was equally passionate about creating a house that kids could make their own, so we designed dozens of removable stickers that function as a styling toolkit, including potted plants, home decor, and kitchen essentials. This way, kids can tap into their own well of creativity and personal feeling of home as they build out these spaces.
Once we finalized the townhouse, we got to work on the doll. If you would have asked six-year-old me what I loved to do most, I would have said “roller skating.” Because skating, for me, was an inside out sort of experience, and inside I felt free—like I could be or do anything. A few years ago I started roller skating again, to feel that same sense of lightness and confidence that I did as a little girl and I wanted the doll to lean into that spirit. So, we created a look that resembles who I am today with a nod to who I was then—from a simple white tee that says “1978” (the year I was born) and my favorite turquoise earrings and plaid shirt, to of course, a pair of pink roller skates with green laces.
When the samples arrived in Waco, it felt like Christmas morning. I was giddy—like little girl giddy—as I opened up the townhouse and explored every room. The doll also completely exceeded my expectations!
This collaboration is like nothing I’ve ever done. It was so fun, and so nostalgic. It has been an absolute honor to partner with the iconic Barbie® brand. A brand that has spent its 80-year history empowering young girls to dream big and believe that all of us can do or be anything we want.
When Chip and I visited Mattel’s Headquarters at the beginning of this partnership we took note of a quote they have inscribed on one of their walls. It’s from Ruth Handler, the creator of the Barbie® doll, and it said: “My whole philosophy of Barbie® was that, through the doll, the little girl could be anything she wanted to be.” As soon as I saw it, I thought, yes, that’s exactly how I felt and exactly what I hope this collaboration carries forward.
I still can’t believe this doll and townhouse are actually out in the world, that today I could walk into Target or go online and there it would be. For now, and likely for a long time, I’ll keep them displayed on a shelf in my office. In a room filled with a lot of beautiful grown-up things, I’ll let it be a reminder that I’m never too old to find my way back, to again see my place in the world through a lens of endless possibility.
Love, Joanna
Come shop the Joanna Gaines Barbie® Doll and Hearth & Hand with Magnolia Townhouse exclusively in-person with us at the Silos in Waco, Texas, during Silobration weekend (October 23-25!)—or pre-order now at target.com. Both will be available to shop in-store at Target on December 7.
