This Time Mattel is not Swell

“You can tell it’s Mattel, it’s swell.”  I grew up hearing that refrain.  To this day Mattel continues to be one of the leading manufacturers of toys.  Mattel has brought us Hot Wheels and Polly Pockets.  Their brands include American Girl, Thomas and Friends, Masters of the Universe and WWE.   Next to Lego, they are largest toymaker in terms of revenue in the world.  One of Mattel’s most successful toys continues to be Barbie, and, of course, her companion Ken.  Barbie and Ken have stayed relevant because they always change with the times.

Now Barbie and Ken have competition in a new line of dolls from Mattel.  The toy makers just introduced their first gender-neutral doll.  The Creatable World doll will be in stores for this Christmas.  The toy looks like a typical slender seven year old with short hair, but comes with a blonde wig featuring lustrous locks.  The wardrobe includes hoodies, graphic T-shirts, camo pants and sneakers.  Mattel is using the slogan “A doll line designed to keep labels out and invite everyone in.”

We probably should have seen this coming.  Target eliminated gender-specific sections in 2015, meaning dolls and Legos might be found in the same aisle.  Disney Stores banished “boy” and “girl” labels on children’s costumes allowing boys to be Belle and girls to be Captain America.  Mattel did away with boy and girl division last year.  This is another attempt to market to millennial parents.  2017 a Pew Research survey determined that 64% endorsed steering boys toward toy and activities associated with girls.  For comparison, 76% of parents supported steering girls toward boy’s toys and activities. 

There is a lot that troubles me in Mattel’s decision.  It starts with the name of the new toy, Creatable World.  The Bible makes it clear God created us “male” and “female.”  Our sexual identity is not our choice.  Additionally, unlike traditional toys like puzzles and firetrucks, these dolls allow children to project their own individuality and self-image on their doll, in effect choosing their identity.

 

While all these changes make us uncomfortable, it does not change who we are a disciples of Christ.  Our calling is to be Jesus in a contemporary world and to love people for who they are, not who we want them to be.