Famed for Barbie and Hot Wheels, Mattel has today unveiled a new type of powerhouse brand with Creatable World, the doll line championing gender-neutral imaginative play.
Creatable World removes the labels and limits on the doll category, offering endless customisation all in one box. Each set includes extensive wardrobe options, wigs and accessories for kids to express and reflect their identity however they wish, breaking down the barrier between gendered play and letting kids be just that: kids.
Kim Culmone, Senior Vice President of Mattel Fashion Doll Design, says Creatable World offers a “reflection of culture”. The doll range gives millennial parents an opportunity to “celebrate the positive impact of inclusivity” with their kids, and aims to make all children feel represented, regardless of how they identify or view the world around them.
Mattel worked alongside a dedicated team of experts, parents, physicians and, most importantly, kids to create this one-of-a-kind play experience, and found that the children were just as desperate for a doll which invites everyone in as their parents.
“Through research, we heard that kids don’t want their toys dictated by gender norms,” Kim says. “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.”
The Creatable World doll line consists of six different doll kits that are available in a variety of skin tones. Each kit costs just £34.99 and includes one doll, two hairstyle options and endless styling possibilities to ensure every purchase offers limitless play.
Creatable World launches today at Smyths Toys Superstores, Amazon, Argos and Very, and is supported with a high impact social media campaign on Instagram and Facebook.