Creatable World is Mattel’s first line of gender-inclusive dolls. Designed to remove limitations in play, the brand debuted with six dolls in a variety of skin tones, all with gender-neutral physiques. Each dolls comes with a kit of accessories that allows kids to create over a 100 looks by switching long hair for short, swapping pants for a skirt, or adding glasses and a tote.

Our initial brand research guided the product development, brand positioning, and go-to-market strategy. Traveling the country for five weeks interviewing children on the gender spectrum, as well as parents, unearthed a white space in the fashion doll market and provided insight on how to develop a doll that would speak to the many backgrounds and aspirations kids have today. Participants responded to product designs and features, brand associations, marketing slogans, and influencer partnerships.