- Current Status
- In Season
Barbie’s getting a make-over, and one that has been a long time in the making. TIME revealed Thursday that Mattel is unveiling new bodies for the iconic toy, which will allow customers to buy their dolls in three different versions: tall, petite, and curvy.
It’s not the first major change that Barbie has undergone: last year, Mattel introduced new skin textures and hair to reflect a more diverse society, as well as the option to remove Barbie’s age-old high heels with adjustable ankles. But this is the first time the doll’s body will be altered, and the first time children will be able to truly see themselves represented in a toy. The project was so secretive, it was kept under wraps at Mattel’s headquarters and known only as “Project Dawn.”
“The millennial mom is a small part of our consumer base, but we recognize she’s the future,” Evelyn Mazzocco, head of Barbie brand tells TIME. The new dolls will be sold exclusively on Mattel.com and hit stores later in the year.