Mattel says its new line of gender-neutral dolls is "free of labels"
Mattel may be best known for Barbie — a doll that epitomizes femininity for many people — but now it's rolling out a new line of gender-neutral dolls. The $30 toys are aimed at children who "don't want their toys dictated by gender norms," the company 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," Kim Culmone, senior vice president of Mattel Fashion Doll Design, said in a statement.
The Creatable World line of dolls includes six types of dolls that are also sold with a variety of skin tones. Each doll includes two hairstyle options, with short or long hair, allowing kids to style the dolls' hair how they wish. The new line was hailed by Let Toys Be Toys, a campaign to reduce gender stereotyping in children's products.