Toy company Mattel has unveiled Creatable World collection globally, which is a customisable doll line. Creatable World allows kids to create their own characters through an extensive range of wardrobe options, accessories and wigs to style the doll with short or long hair, or in a skirt, pants, or both.
Mattel worked alongside a team of experts, parents, physicians and kids, to create this play experience. The Creatable World doll line consists of six different doll kits that are available in a variety of skin tones. The product will be available at major retailers online including Amazon, Target and Walmart. Marketing has reached out to Mattel to check on Asia counterparts.
Mattel houses brands such as Barbie, Hot Wheels, American Girl, Fisher-Price, Thomas & Friends and MEGA. Since its establishment in 1945, the toy company has been championing in advocating social causes. Through its Barbie brand, Mattel has continued to empower girls to be whoever they want to be. Called “Inspiring Women”, the doll line series launched last year, featured Amelia Earhart, Frida Kahlo and Katherine Johnson.
According to Kim Culmone, senior vice president of Mattel Fashion Doll Design, toys are a reflection of culture and as the world continues to celebrate the positive impact of inclusivity, it was the time for Mattel 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," she said.
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