Roommates, Mattel has been expanding it’s community of dolls to represent a broad and more inclusive range of women and children. Now, the doll brand is introducing a new line of gender neutral dolls, further breaking the mold of Barbie’s one-size-fits-all model.
According to Time, the toy-maker has just announced it’s gender-neutral collection to inspire children to play with dolls without limitations. Using the slogan “A Doll For Everyone,” Mattel hopes the collection will inspire children to embrace who they are.
“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 one free of labels,” Kim Culome, senior vice president of Mattel Fashion Doll Design, said in a statement. “Through research, we heard that kids don’t want their toys dictated by gender norms.”
The dolls have been constructed in order to be customized in any way a child sees fit. They can be boys, girls, neither, or both–a strategy Mattel hopes will redefine who gets to play with toys traditionally deemed for one gender.
The features of the dolls do not portray any specific features that could lean toward an obvious gender. The lips are not too full, the eyelashes are not too long or fluttery., and the jaws are not too wide. They also do not feature any specific body features including breast or broad shoulders.
“This line allows all kids to express themselves freely which is why it resonates so strongly with them,” Culmone continues. “We’re hopefully Creatable World will encourage people to think more broadly about how all kids can benefit from doll play.”
Despite the impact Mattel hopes to have, the company is prepared to take on the battle of parents who disagree with exposing their children to the idea of being gender-neutral.