The brand Barbie made world-famous is branching out beyond the binary, offering a new world full of options for a society increasingly living beyond labels. On Wednesday, Mattel unveiled Creatable World™, a customizable line of dolls that come with “extensive wardrobe options, accessories and wigs [which] allow kids to style the doll with short or long hair, or in a skirt, pants, or both,” reads a release from the brand.
It’s a progressive move for the 74-year-old children’s entertainment company, which created the line with the input of “a dedicated team of experts, parents, physicians and most importantly, kids, to create this one-of-a-kind play experience.” The resulting doll line, Creatable World, offers six different doll kits available in a variety of skin tones; each includes “one doll, two hairstyle options and endless styling possibilities,” says Mattel. Each kit boasts over 100 possible combinations and retails for approximately $30 each at major retailers online.
With the option to mix and match clothing and hairstyles and to transcend traditional gender norms as they wish, children are encouraged to “create their own characters,” and, presumably, to understand that identity has many facets—and that dolls aren’t just for those who identify as girls.
“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 more broadly about how all kids can benefit from doll play.”