Mattel, the company known for its hyper-feminine Barbie doll, is trying something a little different. In an effort to be more inclusive, the toy manufacturer launched a line of gender-inclusive dolls called “Creatable World.” The line features six different doll kits which each have a number of customizable options and a slogan of “A doll line designed to keep labels out and invite everyone in.”
Each kit features two sets of hair, one shorter and one longer, clothing and accessories, including skirts and pants, that can be mixed and matched to create whatever the child wants.
According to Kim Culmone, senior vice president of Mattel Fashion Doll Design, the line is to help celebrate inclusivity.
“We see this line as an opportunity for us to open up that dialogue around what dolls are for and who dolls are for,” Culmone told CNN. “We absolutely fundamentally believed it was time to launch a doll line free of labels and free of rules for kids.”
She also says the “Creatable World” line was created because of an increased push by parents and kids for more gender-fluid options.
“Through research, we heard that kids don’t want their toys dictated by gender norms,” said Culmone. “This line allows all kids to express themselves freely which is why it resonates so strongly with them.”
The dolls retail for around $30 and are available for purchase as of September 25th.