Mattel has released a new toy kit, introducing ‘gender-inclusive’ dolls which will be entirely ‘free of labels’ and could be styled to any gender.
The kit, known as ‘Creatable World,’ has a variety of accessories, hair, and clothes so that children will be free to forge their doll irrespective of the gender and cultural norms.
The company claims that the newly launched doll line is just according to the new generation’s demand and can help the young minds to express who they actually are without imposing on them pre-decided values.
Emphasizing on how the kit will serve the purpose of eliminating gender-biasness that is being instilled in young minds, Kim Culmone, Senior Vice President of Mattel, said: “We see this line as an opportunity for us to open up that dialogue around what dolls are for and who dolls are for.
“And also as the world begins the celebrate the positive impact of inclusivity, we absolutely fundamentally believed it was time to launch a doll line free of labels and free of rules for kids.”
The toy manufacturer didn’t come up with the new product line randomly, they carried out extensive research before implementing their idea.
Mattel sought the services of pediatricians and consulted with Dr. Cara Natterson to know how they can effectively remove the contention of gender from toys.
Natterson, who is an author, a pediatrician and a leading entity in teen wellness, appreciated Mattel’s initiative. She said: “A collection like this just knocks down every barrier to play.
“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.”
To make the dolls gender-neutral, the manufacturer worked with ‘dedicated team of experts, parents, physicians, and most importantly, kids,’ and launched six kits containing different skin tones and apparels.
The new toy kit is priced at $29.99.