The toy company's new line of gender-inclusive dolls is called "Creatable World."
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The dolls come in kits with different hair, clothing and accessory options.
Owners can customize the doll by selecting any combination of accessories to achieve a look of their choice that isn't dictated by gender norms.
"Some options are more feminine-presenting, while others are more masculine-presenting, which allows kids to combine the elements any way they want to," said Kim Culmone, senior vice president of Mattel Fashion Doll Design.
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The line consists of six different doll kits that sell for about $44. The dolls come in a variety of skin tones and hair textures, according to Mattel.
Each kit has one doll with two hairstyles and different clothing options.