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Really, though, I think Mattel is trying to encourage little boys to buy their products since they can't rely just on little girls anymore. To get the little boys interested in dolls, you gotta smash gender stereotypes and their fear of being called a sissy.
They should've just made Barbie sized action dolls, imo. Big ol' GI Joes that scale with Barbies and non-gendered dollhouses so the characters can share the same "universe".
