All Welcome: Mattel Introduces Creatable World Gender Non-Binary Doll Line

In our world, dolls are as limitless as the kids who play with them. Introducing Creatable World™, a doll line designed to keep labels out and invite everyone in—giving kids the freedom to create their own customizable characters again and again.


Mattel today announced the global unveil of Creatable World™, a customizable doll line offering endless combinations all in one box. Creatable World invites kids to create their own characters. Extensive wardrobe options, accessories and wigs allow kids to style the doll with short or long hair, or in a skirt, pants, or both.

In a nutshell, the dolls come out of the box free of predetermined gender or physical traits of its presented gender. It’s up to the child to decide and customize the gender and role (personality or physical) depending on the need for the game.

Which truthfully, is something I used to do as a kid when I needed a dynamic game and only had three Barbies available. I would switch genders, sexes, roles, and personality types all the time upon these vessels and do what I needed to do to get the story out of my head.

Mattel is taking out that middle step for players now.

“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,” said Kim Culmone, Senior Vice President of Mattel Fashion Doll Design. “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. We’re hopeful Creatable World will encourage people to think more broadly about how all kids can benefit from doll play.”


Mattel worked alongside a dedicated team of experts, parents, physicians and most importantly, kids, to create this one-of-a-kind play experience.

Again, going back to that personal level (and this doesn’t matter for me now because I’m 34 and don’t have time for a big dynamic doll game…though I totally would if I could), is that these dolls look young, maybe in the Chelsea/Kelly ten-twelve year old range. When I was young, I liked my dolls aged up, like high school, so I could play some very…dramatic games with them. Kids, am I right!?

The Creatable World doll line consists of six different doll kits that are available in a variety of skin tones. Each kit includes one doll, two hairstyle options and endless styling possibilities. The product has a suggested retail price of $30 and can be purchased at major retailers online including Amazon, Target and Walmart. For more information, please visit


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