Mattel has launched its first gender inclusive fashion doll line in Creatable World, a new customisable doll line that offers ‘endless combinations’ as kids are encouraged to create their own characters from a wardrobe of options, accessories, and wigs.
In Creatable World, dolls do not conform to any gender stereotype, and in fact, children can style their dolls with long or short hair, dress them in skirts, trousers, or both. The move has been made as Mattel aligns itself with modern sensibilities around gender identity.
“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 Mattel Fashion Doll Design.
“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 broadly about how kids can benefit from doll play.”
To create this new line, Mattel worked alongside a dedicated team of experts, parents, physicians and most importantly, kids.
The Creatable World doll line consists of six different doll kits that are available in a variety of skin tones. Each kit includes one doll, two hairstyle options and endless styling possibilities.
“We’re not in the business of politics, and we respect the decision any parent makes around how they raise their kids. Our job is to stimulate imaginations. Our toys are ultimately canvases for cultural conversation, but it’s your conversation, not ours, your opinion, not ours,” Mattel’s president, Richard Dickson told Time in an interview.
On the debate about whether the types of toys children play with affect their sense of identity and gender, Dickson added: “I think if we could have a hand in creating the idea that a boy can play with a perceived girl toy and a girl can play with a perceived boy toy, we would have contributed to a better, more sensitive place of perception in the world today.
“And even more so for the kids that find themselves in that challenging place, if we can make that moment in their life a bit more comfortable, and knowing we created something that makes them feel recognised, that’s a beautiful thing.”