Mattel Launches Creatable World Gender Inclusive Doll Line
Global toy brand Mattel announced today a new product line featuring a customizable doll offering endless combinations all in one box. The Creatable World™ doll line, consisting of six different doll kits that are available in a variety of skin tones, invites kids to create their own characters with extensive wardrobe options, accessories, and wigs that allow them to style their doll with short or long hair, or in a skirt, pants, or both.
The company tapped a team of experts, parents, and most importantly, kids, to create a line-up of what Mattel calls “the world’s first gender-neutral doll.” Each doll is crafted with facial features and body shapes that could belong to any gender. A promotional video for the line even includes the tagline “A doll line designed to keep labels out and invite everyone in.”
“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,” said Kim Culmone, Senior Vice President of Mattel Fashion Doll Design. “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.”
While the company is clearly tapping into what it views as a new market full of potential profit, it’s still a move that recognizes the changing landscape when it comes to gender with today’s young people. A recent study by UCLA’s Williams institute found that 27 percent of California’s youth are gender nonconforming, with 21 percent identifying as androgynous, and 6 percent as highly gender nonconforming. While it’s a move that could potentially alienate more conservative parents, Mattel currently controls 19% of the $8 billion worldwide doll market. Even a 1% increase in sales could mean 10s of millions in increased revenue for the toy giant.
Each kit in the new Creatable World line includes one doll, two hairstyle options, and a variety styling possibilities. The kits have a suggested retail price of $30, and can be purchased at major retailers online including Amazon, Target, and Walmart.