In an effort to encourage more young girls to take up hockey, Mattel's Barbie brand has teamed up with CCM Hockey to launch a new line of apparel and gear tailored for young female athletes. This collaboration seeks to challenge stereotypes that associate being sporty with being unfeminine and encourages girls to express their individuality through their sportswear. Nicole Gosling, a defender for the Montreal Victoire, highlighted the importance of allowing young girls to embrace both their sporty ambitions and their sense of style.

The visibility of women's hockey has significantly increased, particularly with the establishment of a professional women's hockey league, which has resulted in a growing interest in the sport among the younger demographic. The Montreal Victoire, along with brands like Mattel, emphasize that fostering a love for hockey among girls starts at a young age, and innovative marketing strategies such as this collaboration are essential for changing perceptions and creating a more inclusive environment in sports.

By appealing to young girls through a well-known and beloved brand like Barbie, CCM Hockey and Mattel aim to break down barriers and broaden the appeal of hockey. This initiative not only positions hockey as an accessible sport for girls but also celebrates their identities and interests, ultimately striving to make the game more welcoming and supportive as participation increases in women's hockey.