Mattel Inc. has unveiled a new line of customizable dolls that are free of gender labels in a step toward more “inclusive” play, the company said Wednesday.
The Creatable World line allows children to create their own characters with “extensive” wardrobe options, accessories, hairstyles and up to six skin tones, Mattel said in a press release.
A video ad promoting the social media hashtag #AllWelcome said the doll line is “designed to keep labels out and invite everyone in, making play more inclusive than ever before.”
“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 the release.
“Through research, we heard that kids don’t want their toys dictated by gender norms,” Ms. Culmone said. “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 more broadly about how all kids can benefit from doll play.”
