It seems one of the biggest toy companies in the world, and the makers of the traditionally feminine Barbie doll are now taking a stand against gender norms.
Mattel is introducing a series of gender-neutral dolls in a line they’re calling Creatable Worlds.
The toy company says that they hope their new doll will celebrate "the positive impact of inclusivity."
The six dolls come in different skin tones, hair colours and length and clothes that are not gender-specific.
"This line allows all kids to express themselves freely, which is why it resonates so strongly with them," says the senior vice president of Mattel fashion doll design, Kim Culmone. "We're hopeful Creatable World will encourage people to think more broadly about how all kids can benefit from doll play."
The customisable doll – which retails for US$29.99 (NZ$47.60) - appears to currently only be available in the US, but we’re sure that it’s only a matter of time before they make their way to New Zealand.
One thing is for sure, they're definitely a step away from Mattel's curvaceous, hyper-feminine Barbie doll.
Do you think your little one will be excited about this new doll?