“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.