Heads up die-hard Barbie collectors, as Barbie circa 1959 will be making an appearance in the next issue of Sports Illustrated Swimsuit magazine which hits newsstands February 18.

Mattel’s decision seems to have been motivated by the recent allegations that Barbie is somewhat responsible for the prevalence of eating disorders and body shame with girls who grew up playing with the dolls. Sports Illustrated is also arguing that the 50th anniversary issue is not demeaning but uplifting for women.

The campaign will be teased in the form of billboards in Times Square as well as a new SI Swimsuit Barbie to be available later this month. They will also be posting behind-the-scenes footage of how Barbie became a Sports Illustrated “legend” on the official website.

[Ad Age]