TIME

IT CAN BE A BOY, A GIRL, NEITHER OR BOTH

WITH A GENDER-NEUTRAL DOLL, MATTEL IS HOPING TO BREAK TABOOS AND APPEAL TO A GENERATION THAT DEMANDS SOCIAL JUSTICE IN BRANDS

A CHILD OPENS A BOX. He starts jumping and screaming with joy—not an unusual sound in the halls of Mattel’s headquarters where researchers test new toys. But this particular toy is a doll, and it’s rare for parents to bring boys into these research groups to play with dolls. It’s rarer still for a boy to immediately attach himself to one the way Shi’a just did.

An 8-year-old who considers himself gender-fluid and whose favorite color is black one week, pink the next, Shi’a sometimes plays with his younger sister’s dolls at home, but they’re “girly princess stuff,” he says dismissively. This doll, with its prepubescent body and childish features, looks more like him, right down to the wave of bleached blond bangs. “The hair is just like mine,” Shi’a says, swinging his head in tandem with the doll’s. Then he turns to the playmate in the toy-testing room, a 7-year-old girl named Jhase, and asks, “Should I put on the girl hair?” Shi’a fits a long, blond wig on the doll’s head, and suddenly it is no longer an avatar for him but for his sister.

The doll can be a boy, a girl, neither or both, and Mattel, which calls this the world’s first gender-neutral doll, is hoping its launch on Sept. 25 redefines who gets to play with a toy traditionally deemed taboo for half the world’s kids. Carefully manicured features betray no obvious gender: the lips are not too full, the eyelashes not too long and fluttery, the jaw not too wide. There are no Barbie-like breasts or broad, Ken-like shoulders. Each doll in the Creatable World series looks like a slender 7-year-old with short hair, but each comes with a wig of long, lustrous locks and a wardrobe befitting any fashion-conscious kid: hoodies, sneakers, graphic T-shirts in soothing greens and yellows, along with tutus and camo pants.

Mattel’s first promotional spot for the $29.99 product 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

Vous lisez un aperçu, inscrivez-vous pour en lire plus.

Plus de TIME

TIME12 min de lecture
‘I Don’t Have Seven Arms To Hug Them All’
ONE YEAR AFTER A FATHER’S DEATH IN AFGHANISTAN, A MOTHER AND HER CHILDREN STRUGGLE TO MOVE ON
TIME2 min de lecture
Jessica Lange
Two-time Academy Award–winning actor Jessica Lange—whose recent projects include American Horror Story and The Politician—is also an accomplished photographer. Although Lange, now 70, left her hometown in northern Minnesota at age 18, her affection f
TIME2 min de lecture
A Film For Right Now, From A Master
BECAUSE MOVIES TAKE SO LONG to make, they can’t always be as immediately topical as television is. But whether by sheer luck or keen prescience, Bong Joon-ho’s Parasite is the movie for right now. Kim Ki-taek (Song Kang-ho) and Chung-sook (Jang Hye-j