Many people will be surprised when they pick up the newest Sports Illustrated Swimsuit issue.

Instead of featuring a supermodel, the new issue of the sports magazine will have Barbie on the cover. The popular Mattel (MAT) doll is looking to make a comeback and the company decided to do so by paying an undisclosed amount to Sports Illustrated.

The toymaker is putting Barbie on the cover of the Sports Illustrated Swimsuit issue as part of its ‘#unapologetic’ campaign. The plan is to encourage dialogue regarding women and their bodies which the company calls “a rally cry to embrace who you are and to never have to apologize for it.”

MAT stock is down about 0.7% Wednesday.