Mattel has come a long way since it introduced the Barbie doll in 1959.

On Wednesday, the toy company launched a new line of gender-neutral dolls called Creatable World, where kids are invited to customize their own doll that isn’t dictated by gender norms.

“In our world, dolls are as limitless as the kids who play with them,” the company said on its website.

Mattel describes Creatable World as a doll line that is designed “to keep labels out and invite everyone in.”

The toy kit comes with short hair and long hair options, six pieces of clothing, three pairs of shoes and two accessories that are both female-presenting and male-presenting.

In our world, dolls are as limitless as the kids who play with them. Introducing #CreatableWorld, a doll line designed to keep labels out and invite everyone in. #AllWelcome



Shop now: https://t.co/UyaYXb0BYf pic.twitter.com/k2tnPDCCiM — MATTEL (@Mattel) September 25, 2019

The dolls don’t have the curves of Barbie or broad shoulders of Ken.

“Toys are a reflection of culture and as the world continues to celebrate the positive impact of inclusivity we felt it was time to create a doll line free of labels,” Senior Vice President of Mattel Fashion Doll Design Kim Culmone said in a statement sent to USA TODAY.

The dolls have a suggested retail price of $30 and are available now online through Amazon, Target and Walmart.

Read more at usatoday.com.