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Featured Image Credit: Mattel
Ken and Barbie dolls have been a staple of kid's Christmas and birthday presents for decades.
Every now and then, Mattel will bring out a fancy new version of the iconic duo, whether that be Astrophysicist Ken or Eco-Activist Barbie, and everyone laps it up.
Well, the company behind the dolls has unveiled its latest duo and they're set to shake things up a bit. Introducing the first gender neutral figures called Creatable World dolls, which have no identifiable gender features.
:basketball: by day and :guitar:by night. With :100: + looks all in one kit, kids can create their own characters again and again. #CreatableWorld #AllWelcome- MATTEL (@Mattel) 25 September 2019
Shop now: https://t.co/DkN7wMDThd pic.twitter.com/WDpk0zxjiG
Now, the cost of being with the times certainly isn't cheap as these new dolls will retail at an eye watering $44.40.
Mattel did some research and consulted with 250 American families, realising that they wanted to produce a doll that was reflective of how some people identify these days.
Mattel's head of consumer insights Monica Dreger told TIME Magazine: "There were a couple of gender-creative kids who told us that they dreaded Christmas Day because they knew whatever they got under the Christmas tree, it wasn't made for them.
"This is the first doll that you can find under the tree and see is for them because it can be for anyone."
Barbie debuted back in the 1950s, but over the years the company has been under scrutiny for promoting unhealthy or unachievable body expectations in young women.
There was a British woman who blamed playing with Barbie dolls as a youngster for spending £100,000 on plastic surgery.
Aimi Veness, from St Leonards-on-Sea, East Sussex, admitted she's gone under the knife loads to help her feel young.
She said: "I'm trying to create the perfect me, which I believe stems from us all being given Barbie and Sindy dolls at a young age. [Barbie] isn't fat, with a big nose or has any flaws, she has the perfect everything."
But as Mattel continues to update their products to match the world around it, the company's chief insists that this isn't meant to make some big statement to ruffle feathers.
President Richard Dickson also told TIME: "We're not in the business of politics. And we respect the decision any parent makes around how they raise their kids.
"Our job is to stimulate imaginations. Our toys are ultimately canvases for cultural conversation, but it's your conversation, not ours; your opinion, not ours."