Barbie manufacturer Mattel launches gender inclusive doll

The toymaker behind Barbie launched a range of gender-neutral dolls on Wednesday which can be styled as either girls or boys, saying children were moving away from traditional stereotypes .

Mattel’s “ Creatable World ” dolls come with removable wigs allowing them to switch between long and short hair, as well as outfits including both dresses and trousers, with the firm saying they offer “ inclusive ” play for all .

“We heard that kids don’t want their toys dictated by gender norms ,” said Kim Culmone , Senior Vice President of Fashion Doll design at Mattel .

“ 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 .”

Some parents and feminist campaigners argue gendered marketing of children’s toys and clothes limits girls’ ambitions and reinforces gender stereotypes from a child’s earliest years.

The growing number of children identifying as transgender and non-binary —who do not see themselves as male or female—has also boosted demand for toys which represent a wider range of gender identities .

Culmone said the new “ gender-inclusive ” dolls , which cost USD$30 each, would allow “all kids to express themselves freely”.

The move was hailed as a step forward by Jess Day of Let Toys Be Toys , which campaigns for gender-neutral toys , who said that children learn about the world through play and stereotyped marketing could have far-reaching consequences.

“It’s really nice to see a doll line that is as welcoming to boys as it is to girls,” Day said, adding that she expected to see more manufacturers taking an inclusive approach .

“ Toy companies have been quite slow to take on board that the world has changed . Most parents don’t really want to see their children’s interests limited.”

Six in 10 parents agreed that product marketing “ reinforces stereotypes about what girls and boys can do ," a survey by British women’s rights group , the Fawcett Society , found this year.

Barbie

, who first appeared on the market in 1959 wearing a swimsuit and high heels, has been held up as an example of unhealthy feminine stereotypes by some campaigners—though she remains one of the company’s most popular toys.

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The company has successfully turned around the iconic brand by launching dolls with different skin tones , adding plus-sized , and hijab-wearing models and inspiring women , including U.S. civil rights leader Rosa Parks and astronaut Sally Ride .

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