Mattel is growing its efforts to promote women in the toy industry and is partnering with nonprofit org Women in Toys, Licensing & Entertainment (WIT) to launch the new Ruth Handler Mentorship Program for Women in Toys, Licensing & Entertainment.

The new program aims to advance career growth across the industry. Featuring mentorship, coaching, professional development and education, the program is open to all companies in the toy industry. Open to both mentors and mentees, applicants need to be current WIT members to join, and can enroll in the program via WIT’s website starting next month. Mattel is also is partnering with career development site Everwise, which will provide a library of content and career development tools. The program’s process will be tracked through participation, survey data and annual reports.

Underwritten by The Mattel Foundation, the Ruth Handler Mentorship Program for Women in Toys is named after Mattel’s co-founder Ruth Handler (pictured), who also created the Barbie brand.

This new program follows shortly after the toyco’s own WIT award wins this past weekend—where the company’s Krista Berger and Nancy Molenda, won the non-profit’s 2020 Wonder Women Awards for marketing/PR and social responsibility, respectively.

Founded in 1991, WIT is focused on advancing women’s careers through leadership, networking and educational opportunities.