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Library/Product/Mattel Creatable World
Grade A18 sourcesHIS-01718

Mattel Creatable World

Product · 2019

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Mattel launched $29.99 gender-neutral doll kits amid press coverage and divided reactions.

Robby Starbuck

@robbystarbuck · Sep 25, 2019

This is all about social engineering. If @Mattel wanted to make a doll without defined private parts, totally fine, its been done many times and gives kids options. That’s not what’s going on here. This is social engineering masquerading as a toy. https://t.co/LEhRpiF4wy

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Post · @robbystarbuck on X

MATTEL

@Mattel · Sep 25, 2019

In our world, dolls are as limitless as the kids who play with them. Introducing #CreatableWorld, a doll line designed to keep labels out and invite everyone in. #AllWelcome Shop now: bit.ly/CWMattel

1.1K156
Post · @Mattel on X
Mattel press photo of the Creatable World doll line.
Mattel
mattel-gender-neutral-doll-01-new
TIME
This is all about social engineering. If @Mattel wanted to make a doll without defined private parts, totally fine, its been done many times and gives kids options. That’s not what’s going on here.…
@robbystarbuck on X
Mattel just launched a gender-inclusive doll line | CNN
CNN
Mattel / ‘Creatable World’
World Federation of Advertisers / Contagious

Spread Score

How it works
Reach59Contagion35Breadth50Velocity100Longevity4256

Numbers

Mattel’s cumulative narrative impressions claim; channels unspecified
2.3B
As of Feb 13, 2020 · Self-reported · Mattel / The Motley Fool
Seed to observed peak
same day
Sep 25 ’19 to Sep 25 ’19
Platforms
5
Started on Open web
Origin
Mixed
Toys & collectibles

Mechanics

  • TransgressionPrimary
  • Controversy
  • Platform jump

How it spread

Trace the origin

Mattel launched customizable, gender-neutral dolls with press features and social posts. Twitter users debated the launch. One survey found 5% holiday purchase intent; Mattel later paused expansion without releasing sales figures.

Observed peak within the documented measurement window; not an all-time maximum.

Wikipedia views · Google searchesAug ’19OctNovDecFeb ’20AprJunNovMay ’21OctObserved peakMattelStarts · Sep 25 ’19TIMESep 25 ’19LesBeMums and Twitter…Sep 25 ’19iSpotOct 7 ’19Sagittarius DollyFeb 14 ’20Open webPressXTVYouTube
Open webPressXTVYouTube

Timeline (15)

  1. September 2019

    Mattel seed · Sep 25 ’19

    Mattel released six customizable doll kits online and linked shoppers to retailers.[1][2][3]

    Open the first post ↗

  2. TIME press · Sep 25 ’19

    TIME published a launch-day feature on the dolls and Mattel’s plan to reach children excluded by gendered toys.[4]

    mattel-gender-neutral-doll-01-new

  3. LesBeMums and Twitter users platform jump · Sep 25 ’19

    Twitter users welcomed representation or criticized the dolls, and CBS reported the divided reactions.[5]

  1. backlash · Sep 25 ’19

  2. observed peak · Sep 25 ’19

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Spread the same way

Campaign · YouTube · 201531

Barbie: Imagine the Possibilities

Mattel

Barbie’s career role-play film reached 19 million YouTube views in its launch year.

19M views on the career film

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Do this

  1. 1Make a category change tangible through the product and its demonstration.
  2. 2
  3. 3

Every number (7)

  • Reported launch social impressions; may overlap Mattel’s total“It generated 46M social impressions following the launch.”
    46M[16]

Press (7 outlets)

  1. Sep 25, 2019same dayCBS News · Mattel says its new line of gender-neutral dolls is free of labels

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  • 3steps to copy, the playbook
  • 7sourced numbers
  • 7outlets that covered it
  • 18sources, each linked

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Origin
Mixed
Sector
Toys & collectibles
Region
US
Mattel’s cumulative narrative impressions claim; channels unspecified
2.3B
As of Feb 13, 2020 · Self-reported · Mattel / The Motley Fool
Evidence
Grade A