Makers of Barbie and American Girl, Mattel has launched a new line of gender-inclusive dolls.
Creatable World is a customizable line that allows kids to create unique dolls. The brand consists of six different kits available in various skin tones. According to the company, each kit includes the figure, two hairstyle options, six pieces of clothing, and various shoe and accessory options that change with each kit.
Since 2016, major toy companies like Mattel and Hasbro ramped up efforts to make toys more inclusive. It was small businesses that started breaking down the barriers before the large corporations stepped in. The interest in inclusivity has lead to everything from Barbie dolls with a wider variety of body types and facial features to American Girl dolls with diabetes kits.
For the Creatable World line, Mattel reportedly worked with a team of experts, parents, physicians, and kids to develop the new line. Through research, the company found that kids didn't want toys dictated by gender norms.
In a statement, Kim Culmone, senior vice president of fashion doll design, said Mattel thought it was time to create a doll line without labels. She hopes the Creatable World kits will encourage people to think more broadly about how all kids can benefit from doll play.
The kits retail for around $30 and are available at retailers online including Amazon, Target, and Walmart.
Hopefully, the Creatable World will work as planned and make every child feel that all are welcome. #AllWelcome