The Company Behind Barbie Is Now Selling Gender-Neutral Dolls

The nonbinary future is here, and some accessories may be sold separately.

Mattel, the U.S. toy manufacturer behind Barbie, rolled out a line of gender-neutral dolls this week. In a statement on its website, the company claims its Creatable World line is "designed to keep labels out and invite everyone in -- giving kids the freedom to create their own customizable characters again and again."

"In our world, dolls are as limitless as the kids who play with them," Mattel says, calling the new line a "doll for everyone."

Each doll is designed to be gender-neutral, lacking Ken's ripped physique or Barbie's bust. Kids will then be given the option to customize the doll's gender by selecting one of two accompanying hairstyles and then styling the doll with a dress, pants, a leather jacket, or any other accoutrements that may accompany the toy. Children are free to mix and match and create the gender nonconforming doll of their dreams.

Kim Culmone, the senior vice president of design at Mattel, said the intent was to create a doll "free of labels." She added that research has shown that children "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," Culmone told U.K.'s The Independent. "We're hopeful Creatable World will encourage people to think more broadly about how all kids can benefit from doll play."

In addition to allowing children to rewrite gender norms, the dolls also come in a variety of skin tones. Mattel is also offering Creatable World dolls intended to reflect the experiences of children with disabilities.

The new line arrives after years of attempts by Mattel to make its products more inclusive and reflective of a broader range of bodies and identities. Three years ago, the brand announced that it would be rolling out three additional body types for its iconic Barbie line: curvy, petite, and tall.

The Creatable World dolls are available for purchase on Amazon, as well as in stores like Target and Walmart. Each kit retails for $29.99.

RELATED | Gay Uncles Catch Mattel's Attention with Their DIY Barbie Wedding Set