Mattel caves to PC police with line of ‘gender non-conforming’ dolls

(Photo: MARK RALSTON/AFP/Getty Images)

Mattel has jumped on the LGBT community non-conforming bandwagon — with hopes of making a quick buck to boot — with a new line of “gender non-conforming’ dolls.

Mattel, of course, has been the subject of much scrutiny by the “woke” crowd as their traditional Barbie dolls were considered hyper-feminine. Since then, they have released a series of controversial dolls in an attempt to pander to seemingly every demographic. From the “Mexican” barbie, to “fat” Barbie, “geeky” Barbie, and even dolls that were considered to be “culturally insensitive,” Mattel is throwing everything to the wall to see what sticks.

According to senior vice president of Mattel Fashion Doll Design Kim Culmone, it was time for a label-free play experience.

“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,” she said, according to NBC. “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 research that Culmone cites would be two different studies on teens regarding the growing number of youth who do not subscribe to the traditional gender binary. According to the 2017 Williams Institute at UCLA School of Law study, 27% of teens from California identify themselves as “gender non-conforming,” while 2018 Pew Research Center data indicates that 35% of youths born between the years of 1995 and 2015 confirmed that they knew someone who preferred to use gender-neutral pronouns. This is contrasted with 16% of adults born between 1965 and 1980 who said the same thing.

The Creatable World dolls are slated to be customizable toys that will come with a range of clothing options, accessories, and even wigs that will purportedly allow children to dress the plastic plaything up as any gender (or non-gender) they choose. The kits boast over 100 unique outfits in each set, which will reportedly allow for free gender expression.

More from NBC:

Mattel worked with parents, physicians and other experts to develop the product and tested the dolls with 250 families from seven states, including 15 children who identify as trans, gender-nonbinary or gender-fluid. As of Wednesday, the six different doll kits are available for purchase online for around $30. Mattel will be rolling out the dolls’ availability in stores at a later time.

Culmone also hopes that the new line of toys will “encourage people to think more broadly about how all kids can benefit from doll play,” including boys, who are not generally considered to be the target audience of Mattel’s Barbie products.

“Mattel’s new line of gender-inclusive dolls encourages children to be their authentic selves and is the latest sign that toys and media aimed at kids are expanding to reflect how diverse children and their families actually are,” says the Gay & Lesbian Alliance Against Defamation (GLAAD) group. “So many children and parents never saw themselves represented in toys and dolls, but this new line raises the bar for inclusion thanks to input from parents, physicians, and children themselves.”

Conservative Twitter reacted exactly how you’d expect:

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