Mattel, the company responsible for Barbie, has released its first line of gender neutral dolls. The Creatable World line features a variety of kits that come with over 100 different looks – including hairstyles, clothes and accessories – which subsequently gives children the power to mix and match as they choose.

“In our world, dolls are as limitless as the kids who play with them,” the Creatable World site reads. “Designed to keep labels out and invite everyone in—giving kids the freedom to create their own customisable characters again and again.”

“A world without labels means everyone is invited to play.”

Mattel consultant Jess Weiner sat down with TIME to explain that this new line of gender-neutral dolls is merely a sign of the times.

“From the kids, they did not want their toys to be labelled,” Weiner noted. “They don’t want rules set around their play. And what we heard from parents was an increasing concern about genderising toys.”

The idea of a creatable doll is incredible – at the heart of it, the doll is merely just a blank canvas, allowing the child to create whichever persona they like. This way, playtime knows no boundaries.

Check out their offical website for further info. They’re currently stocked online at Target Australia.

Image: Mattel