Mattel, parent-owner of Barbie, has launched a brand new range of dolls that are gender-neutral, called Creatable World.
The toy-manufacturing giant has decided that dolls need to be made “more inclusive”, therefore by making them customisable, it’s completely up to the kid to choose what their dolls look like – making them “free of labels”.
The genderless dolls come with both long and short hair, leaving it up to the child to decide how they would like to customise the doll.
With six different skin tones and hairstyles that range from blonde curly hair to black braided hair, there are thousands of ways to make the doll unique and individual.
The website describes the customisation of the dolls further: “Creatable World™ gives kids a blank canvas to create their own characters. Switch long hair for short hair—add a skirt, pants or both. It’s up to you! Mix and match, swap or share.”
Available to purchase in a “pack” for $29.99, the doll comes with a variety of clothes such as tutus, denim shorts and even some colourful paint-splattered dungarees.
The range was designed in mind to address that dolls are for everyone. The company believes children shouldn’t be restricted with what they can play with because of gender labels. Apparently modern kids “don’t want their toys dictated by gender norms”.
To design and make the most gender-neutral doll, Mattel consulted with paediatricians such as Cara Natterson to decide on what image the dolls should have, in regards to physiology, proportions and overall general size.
Natterson had nothing but praise for the brand in making the line: “A collection like this just knocks down every barrier to play.
“Through research, we heard that kids don’t want their toys dictated by gender norms. This line allows all kids to express themselves freely which is why it resonates so strongly with them.
“We’re hopeful Creatable World will encourage people to think more broadly about how all kids can benefit from doll play”.
Mattel said they also worked alongside “dedicated team of experts, parents, physicians and most importantly, kids”.
Senior Vice President of Mattel, Kim Culmone, said: “Toys are a reflection of culture and as the world continues to celebrate the positive impact of inclusivity, we felt it was time to create a doll line free of labels.
This year has been full of praise for Mattel’s new Barbie range, which features a black doll with natural hair in a wheelchair. The inclusive toy even featured a ramp that fits inside her Dreamhouse.
The doll was originally debuted at the New York Toy Fair in February as a part of the toy company’s 2019 Barbie Fashionistas line.
The collection was commended for celebrating diversity, as well as creating realistic expectations for beauty standards.
The Barbie and Ken Fashionista lines were created in an ongoing bid to have more inclusive toys with different body types, skin tones, eye colours, hair colours and hairstyles – something kids can identify more with.
Currently, the range is only available in the US, with plans for the UK yet to be announced.