Mattel launches gender-neutral Creatable World doll line

Mattel releases gender-neutral Creatable World doll line

EL SEGUNDO, Calif. — Mattel has released a new line of dolls that makes doll play accessible to all children, regardless of gender identity.

According to a Wednesday news release from the company, Creative World dolls offer "a customizable doll line offering endless combinations all in one box."

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The kit includes over 100 pieces and allows children to create a number of different looks. Changes can be made to the dolls' hair, clothes and accessories. Six dolls in a range of skin tones come in each kit. There are two hairstyles in each kit that range from black, blonde and brown to wavy, curly, braided and straight.

People reported clothing options include dresses, pants, skirts, glasses, T-shirts, shorts and hats.

"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," Mattel's senior vice president of fashion doll design, Kim Culmone, said in a statement.

The company said it consulted with kids, parents, physicians and experts to create the doll line.

"Through research, we heard that kids don’t want their toys dictated by gender norms," 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."

The dolls are available online and at major retailers like Amazon, Walmart and Target for $30, according to the company.