Mattel Releses 1st Gender-Neutral Doll

September 26, 2019

© Nick Buckley/Battle Creek Enquirer

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Mattel, the toy company who gave the world Barbie, released a new, gender-neutral doll line on Wednesday. TIME reports reports that the new "Creatable World" dolls retail for $29.99, and feature a series of dolls with no discernible gender traits who go by pronouns like him, her, them and xem. The company says the doll line is "designed to keep labels out and invite everyone in,” a nod to kids who identify as trans and nonbinary. Mattel's Monica Dreger says the line was borne out of research, explaining that they found some "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." She adds, “This is the first doll that you can find under the tree and see is for them because it can be for anyone.”