Mattel, the creator of Barbie, has released a line of gender-neutral dolls, now available in Canadian toy stores.
The company announced Wednesday it’s releasing Creatable World, a customizable line of dolls that come with a variety of accessories, wig options and clothing choices, allowing kids to dress the doll however they wish.
“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,” said Kim Culmone, senior vice-president of doll design with Mattel. “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.”
The dolls are sold as part of a doll kit, which includes a doll in one of several skin tones, two different hairstyles and a number of clothing items. The dolls are slim with flat torsos and bendable knees, a far cry from the unrealistically curvy and disproportionate Barbie figurine that made Mattel a worldwide household name.
Feedback was solicited from experts, parents, physicians and kids to develop the Creatable World doll kits, and the company is marketing the doll kits under the slogan: “Toys will be toys, so kids can just be kids.”
“We’re hopeful Creatable World will encourage people to think more broadly about how all kids can benefit from doll play,” said Culmone.
The Creatable World doll kit is available in Canada at Toys R Us, Amazon, Indigo and Walmart, and retails for $39.99.
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