NEW YORK (1010 WINS) -- Barbie manufacturer Mattel is launching a line of gender neutral dolls, the company announced on Wednesday.
“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,” Kim Culmone, senior vice president of Mattel Fashion Doll Design said in a statement about the $30 dolls.
She added, “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.”
The dolls come in different skin tones, with different outfits and each doll includes two hairstyle options -- short or long hair.
In developing the doll line, Mattel tested the doll with 250 families, which included 15 children who considered themselves trans, gender-fluid or they didn't define themselves at all.
“There were a couple of 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,” Monica Greger, head of global consumer insights at Mattel, told TIME. “This is the first doll that you can find under the tree and see is for them because it can be for anyone.”
Ads for the dolls use the pronouns such as "them," and includes the slogan "A doll line designed to keep labels out and invite everyone in."