Gender neutral dolls: Mattel dares to venture out

Toys symbolize inclusion

According to Mattel, during the development process of the new doll line, he worked with a team of external experts, doctors, parents - especially numerous children.

Toys were and always are a reflection of society. In our day and age, inclusion is one of the most important challenges for a stronger coexistence and is becoming more and more important. We felt it was time to design a line of dolls without any gender role requirements that reflects and promotes this positive social trend.
Kim Culmone, senior vice president of Mattel Fashion Doll Design

The doll line should be just as individual as the children who play with it, Culmone continues. The line of dolls should allow all children to express themselves freely. Mattel even thinks one step further and hopes that with "Creatable World" adults will also see that children can benefit from the play with customizable dolls. Namely, by being able to discover the world for themselves without any rules or based on certain role specifications.

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The new "Creatable World" line of dolls will see six different sets available in different skin tones. Each set includes a doll, two hairstyles and endless styling possibilities. A doll set costs 39 euros and can be purchased from online retailers such as Amazon or myToys, but also from stationary retailers such as Smyth Toys Superstores (here is a report on the Opening of the Smyth Toys Superstores) can be purchased immediately.