Mattel, the toy company that created Barbie in 1959, launched a line of gender-neutral dolls called Creatable World Wednesday.

The company tweeted early Wednesday: "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."

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 24, 2019

In a statement to USA Today, Kim Culmone, senior vice president of Mattel fashion doll design, added: “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."

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Curves and broad shoulders, the physical features that have defined Barbie and Ken dolls, are absent from the new dolls. The kit comes with multiple pairs of shoes, several pieces of clothing, short and long hair options and accessories that are both female and male-presenting. The retail price is currently $30 and can be found online at Target, Walmart and Amazon.