"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," Mattel's senior vice president of fashion doll design, Kim Culmone, said in a statement.
The company said it consulted with kids, parents, physicians and experts to create the doll line.
"Through research, we heard that kids don’t want their toys dictated by gender norms," Culmone said. "This line allows all kids to express themselves freely, which is why it resonates so strongly with them. We’re hopeful Creatable World will encourage people to think more broadly about how all kids can benefit from doll play."
The dolls are available online and at major retailers like Amazon, Walmart and Target for $30, according to the company.