Arklu has teamed up with US non-profit organisation Brave Girls Alliance to launch the Lottie Design a Superhero Outfit competition.
Entrants aged ten and under are being asked to design a superhero outfit for the Lottie doll, with the tagline 'girls can be superheroes too'.
The winner will see their design come to life, with the winning superhero outfit being manufacturered and made commercially available from autumn 2014. The winning child will also see their original artwork design, first name, age, city and country on the back of the outfit packaging, in addition to winning the entire range of Lottie dolls, accessories and outfits.
This is the first time that a crowdsourced design by a child will go into commercial production.
"Lottie dolls motto is 'Be Bold, Be Brave, Be You' and many of the Lottie dolls explore inspiring, empowering and adventurous themes, so this competition is a really fantastic way to build on these strong 'pro girl' values," said Lucie Follett, creative director at Arklu.
"We know that there is an acknowledged lack of strong female superheroes out there, so this is why we thought a campaign with the message that girls can be superheroes too is very much needed."
Closing date for entries is May 7th, with the winner being notified confidentially later in the month. The public announcement will be made when the winning outfit goes on sale in October.
Parents and guardians are being asked to download a colouring page template from the superhero contest app on the Lottie dolls Facebook page. Simply click on this link to find out more.