Mattel Launches Groundbreaking Gender Fluid, Customizable Doll Line

Mattel is finally catching up to the times. The doll company is introducing a new line of gender fluid dolls for kids that don’t feel like the hyper-feminine or hyper-masculine Barbie vs Ken options suit them.

The new line is called “Creatable World,” and features dolls in a range of skin tones with customizable wigs and clothing, as well as a variety of accessories. The company boasts that each doll set allows for over 100 customizations spanning the gender spectrum.

“Carefully manicured features betray no obvious gender: the lips are not too full, the eyelashes not too long and fluttery, the jaw not too wide,” reports Time.

The dolls come at a time when rejecting gender labels and norms is at an all time high. Mattel’s own research has concluded that today’s kids generally don’t want what toys they are expected to play with to be dictated by their gender. Which is pretty much a “duh” moment that should have happened centuries ago, but better late than never.

“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 recognized, that’s a beautiful thing,” said the president of Mattel, Richard Dickson.

For now, the Creatable World dolls are only available online, but Mattel plans to eventually expand to selling them in stores as well.