For decades, shoppers have been confronted with the same type of doll in the kid’s toy section.
Sure, some dolls have been released over the years that have diverted from the traditional tall, skinny and pretty narrative, but at the end of the day it looks the same.
But Kmart is switching things up by offering dolls that have a range of abilities.
Their anko brand has debuted a bunch of toys that are hard of seeing or hearing, are sporting a crutch and broken leg or even with a prosthetic limb or wheelchair.
John Gualtieri, Kmart Retail Director Australia and New Zealand, said it was important to let kids know that people come in all shapes, sizes and abilities.
“We want all of our customers, especially our littlest ones, to be able to find products that they can truly relate to; and we’re committed to championing inclusion and diversity to make sure this happens,” John said.
“That’s why we’re so excited to introduce our newest assortment of Fashion Dolls, which reflect people living with disabilities.
“We hope these dolls help children celebrate all of the wonderful things that make us different and unique; and that they can help remove some of the stigma around disability.
“We’ve dressed them in trendy outfits and named them ‘Fashion Dolls,’ to show they are just like their able-bodied friends.”
They’re only going to set you back $6 each dolls and it seems like they are a massive hit with parents.
Many have taken to dedicated Kmart pages on Facebook to praise the retailer for showing diversity in their products.
Emma wrote: “Kmart absolutely killing it with the new range of inclusive dolls. It is so important that kids with disabilities are represented in TV, books and toys. It’s equally important their typical developing peers have exposure to these things.”
Another shopper added: “I absolutely love this!”
You can get these epic new dolls now.