Leading toy brand, Mattel, is launching a gender-neutral Barbie doll. These dolls are geared towards kids who are “non-binary,” “non-conforming” or “gender fluid.”
The toy line, Createable World, lets kids design their doll to be a boy, a girl or “neither.” Including different clothing, skin colors and hairstyles to celebrate “the positivity of inclusivity.”
Kim Culmone, senior vice president of Mattel Fashion Doll Design, said in a statement:
“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.”
Culmone claims that research found that kids do not want their toys to be dictated “by gender norms.” (Because six year olds know what that is)
“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 worked with “experts” on gender identity and over 200 families of children with all gender identities to accurately market towards gender non-conforming, fluid, or non-binary kids.
Culmone points out the intentional differences from Ken and Barbie dolls, these dolls are “designed specifically to have a youthful gender-neutral appearance.”
Mattels website states:
“[this doll line is] designed to keep labels out and invite everyone in — giving kids the freedom to create their own customizable characters again and again.”
Mattel made two tweets about the product:
“A 🌎without labels means everyone is invited to play. Welcome to #CreatableWorld, where we let toys be toys so kids can be kids. #AllWelcome”
Mattel is the producer of many childhood favorites such as American Girl dolls, HotWheels, Fisher-Price, Polly Pocket and much more. Stores such as Walmart, Target and Amazon are already selling this doll line.
This doll is reinforcing the idea to children that swapping between genders is possible.