Mattel announced on Wednesday they are creating a new line of gender-inclusive dolls, bringing a bit of diversity to their selections of toys.
The company has long faced accusations from civil rights groups stating they reinforced rigid gender norms for generations of children.
The toy manufacturer is finally getting with the times and creating options for children who want dolls that don't look like stereotypical males or females.
With a gender-neutral doll, Mattel hopes to break taboos and appeal to a generation that wants activism in its brands https://t.co/e3JfsaW7vR
pic.twitter.com/KRxKS5jsHS— TIME (@TIME) September 25, 2019
In a statement, the senior vice president of Mattel fashion doll design admitted "toys are a reflection of culture" and the company wanted to join the world in celebrating "the positive impact of inclusivity."
"We felt it was time to create a doll line free of labels,” Kim Culmone said.
“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,” she added.
With the move, Mattel became the first major toy manufacturer to create a line of gender-neutral dolls. As The Washington Post noted on Wednesday, the dolls will "more closely resemble their preadolescent target market: There’s no makeup, facial hair, bosoms or broad shoulders."
The Creatable World line will include dolls that have customizable hair lengths, gender-neutral clothing options and other ways to change the dolls look.
According to NBC, Mattel worked with experts, doctors, families and gender-nonconforming kids to create the dolls. The dolls were tested with about 250 families over the last two years.
In a statement on Twitter, GLAAD said, "So many children and parents never saw themselves represented in toys and dolls, but this new line raises the bar for inclusion thanks to input from parents, physicians, and children themselves."
Mattel is best known for their wildly popular Barbie dolls, which generations of children have purchased and played with.
Allegations of sexism have dogged the toy giant and the Barbie doll in particular, with some claiming the toy's unrealistically thin body, makeup and large breasts sent the wrong message to little girls.
The dolls are available online for about $30 and will hit stores sometime this fall.
