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'A Doll For Everyone': Meet Mattel's Gender-Neutral Doll

Mattel hopes to appeal to a new generation that demands brands with a conscience

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2/ The doll can be a boy, a girl, neither or both, and Mattel is hoping its launch redefines who gets to play with a toy traditionally deemed taboo for half the world’s kids

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3/ There are no Barbie-like breasts or broad Ken-like shoulders. Each doll in the Creatable World series looks like a slender seven-year-old with short hair, but each also comes with a wig of long, lustrous locks and a wardrobe befitting any fashion-conscious kid

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4/ Mattel’s first promotional spot for the $29.99 item features a series of kids who go by various pronouns — him, her, them, xem — and the slogan “A doll line designed to keep labels out and invite everyone in”

4:04 AM · Sep 25, 2019

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5/ With this overt nod to trans and nonbinary identities, Mattel is making a bet on where it thinks the country is going, even if it means alienating a substantial portion of the population

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6/ Read more about how the brand behind Barbie is planning to redefine stereotypes around play with a doll for all children, regardless of gender. Full story by

@edockterman

here:

'A Doll For Everyone': Meet Mattel's Gender-Neutral Doll

Mattel hopes to appeal to a new generation that demands brands with a conscience

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7/ Mattel tested the doll with 250 families across seven states, including 15 children who identify as trans, gender-nonbinary or gender-fluid and rarely see themselves reflected in the media, let alone their playthings

'A Doll For Everyone': Meet Mattel's Gender-Neutral Doll

Mattel hopes to appeal to a new generation that demands brands with a conscience

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8/ The population of young people who identify as genderqueer is growing. A recent study by the Williams Institute at the University of California, Los Angeles, found that 27% of California teens identify as gender-nonconforming

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9/ The patterns are projected to continue with Generation Alpha, born in 2010 and later. Those kids, along with boys who want to play with dolls and girls who identify as “tomboys” and don’t gravitate toward fashion doll play, are an untapped demographic