Mattel has announced its new line of gender-neutral dolls in hopes that the launch “redefines who gets to play with a toy traditionally deemed taboo for half the world’s kids.”

The toys were created with the objective of obfuscating any determinable signs of gender giving the dolls the ability to be male, female, or neither. The slogan Mattel came up for the new launch is, “A doll line designed to keep labels out and invite everyone in.”