Mattel is unveiling its new effort to make “play more inclusive than ever.” The toy company behind the iconic Barbie doll just launched its Creatable World collection, which it describes as “a customizable doll line offering endless combinations all in one box,” per their Wednesday press release.
The statement from Senior Vice President of Mattel Fashion Doll Design Kim Culmone reads, “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. 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.”
“In our world, dolls are as limitless as the kids who play with them,” a promotional video for Creatable World notes.
In tandem with the announcement, Time magazine released an article that explores the famed company’s motivation for creating the non-conforming product line and presents the research behind the initiative.
Mattel’s head of consumer insights, Monica Draeger, explained the findings, saying, “There were a couple of gender-creative kids who told us that they dreaded Christmas Day because they knew whatever they got under the Christmas tree, it wasn’t made for them. This is the first doll that you can find under the tree and see is for them because it can be for anyone.”
What are your thoughts on this new line?