From Coffee Lines to Blue Lines: Barbie Stars in the PWHL

Marie-Philip Poulin and Sarah Nurse liking their likenesses.

Tim Hortons, Mattel, and the Professional Women's Hockey League unite for a cause-driven collaboration that puts Sarah Nurse and Marie-Philip Poulin in the toy aisle and on a mission to grow the game.

On a humid Sunday morning in Toronto's Junction neighbourhood, the Tim Hortons at 3157 Dundas St. W. doesn't look like itself. The familiar deep red has been swapped for a collision of Barbie pink and PWHL purple. Hockey sticks lean in the corner. A donut with pastel sprinkles sits under the glass. And in the centre of it all, two dolls, one in a black PWHL jersey, the other in white, stare out from their boxes, gripping tiny composite sticks.

They're not just any dolls. These are the new Barbie® Tim Hortons® PWHL™ Dolls, modelled on Sarah Nurse and Marie-Philip Poulin released this week in a three-way partnership between Canada's biggest coffee chain, Mattel's Barbie, and the Professional Women's Hockey League.

Each doll is dressed for the rink, complete with skates, helmet, stick, and jersey, and comes with a $34.99 price tag. For every doll sold at Tim Hortons restaurants or TimShop.ca, $5 goes to the Grindstone Award Foundation. Purchases made through the PWHL's shop spark an additional $5 donation from the league itself.

"Tim Hortons is incredibly proud of our hockey leadership in Canada including how our local restaurant owners collectively support 100,000 youth players in communities across the country every year through Timbits Hockey," said Hope Bagozzi, Chief Marketing Officer for Tim Hortons. "We're thrilled to be partnering with Barbie, Sarah Nurse, Marie-Philip Poulin and the PWHL on the new Barbie Tim Hortons PWHL Dolls and we're proud that each doll sold at a Tims restaurant and at the PWHL Shop will result in a donation to the Grindstone Award Foundation to help break down financial barriers for girls who want to play the sport."

"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," said Tara George, General Manager at Mattel Canada. "Barbie has a long-standing partnership with Tim Hortons, built on a shared commitment of inspiring young hockey players. Now, with Barbie as an official partner of the PWHL in Canada since its inaugural season, it was a natural next step to bring together brands with a common goal. 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."

"We've heard from fans across the league that they're eager to see Barbie Tim Hortons PWHL Dolls, making this collaboration with Tim Hortons and Barbie an ideal fit," said Amy Scheer, EVP of Business Operations at the PWHL. "We're especially proud that this initiative also makes a meaningful impact, as the Grindstone Foundation continues to transform the lives of girls across Canada by helping to remove barriers and create more opportunities for the next generation of players."

The Grindstone Award Foundation, which supports girls under 19 facing financial barriers to play hockey, will be the direct beneficiary of every doll sold. "We're incredibly grateful to Tim Hortons and the PWHL for their generous support," said Danielle Bell, President of the Foundation. "When girls are given the chance to play hockey, they gain confidence, build resilience, and grow into future leaders. This collaboration will help more girls access the game and discover all that Grindstone has to offer."

It's a collision of commerce, cause, and culture. Tim Hortons adds another chapter to its long-running connection with Canadian hockey. Barbie extends her reach into sport with a tangible, playable symbol of empowerment. And the PWHL gets shelf space in one of the country's most ubiquitous retail environments, not in an ad, but in the hands of kids and collectors alike.

Sarah Nurse is more than a forward for PWHL Vancouver; she's one of the most marketable athletes in Canadian sport. Known for her Olympic heroics, she's also been a visible presence in campaigns for brands like Adidas and EA Sports, becoming the first woman to appear on the cover of EA's NHL video game. Her social reach, fashion sense, and advocacy for diversity in hockey make her an ideal choice for a doll meant to inspire a new generation.

Marie-Philip Poulin, dubbed "Captain Clutch" for her knack for scoring in gold medal games, is the captain of PWHL Montreal and a living legend in Canadian hockey. Her leadership credentials both on and off the ice, along with her enduring fan appeal, give the collaboration gravitas. For parents, a Poulin doll isn't just a toy; it's a way to introduce their kids to a player whose career embodies excellence and resilience.

Together, Nurse and Poulin bridge generations. One represents the present and future of women's hockey marketing; the other is the sport's gold standard. On store shelves, their likenesses aren't just about recognition, they're about aspiration. This collaboration is not just about selling dolls, but about inspiring the next generation of women's hockey players and fans.

Back in that Dundas Street Tims, as customers pause at the display, and maybe some snap photos, you can imagine a little girl, wearing a Nurse's jersey two sizes too big, points at the box and tugs her mother's sleeve. In a week, the pink and purple décor will be gone, the donut replaced, the Quencher retired. But the dolls will be out there in bedrooms, on desks, in collections, reminders that in 2025, Barbie laced up her skates and joined the game.