The dolls are designed to be versatile: with wigs to change hairstyles and a variety of clothing options.

[3] Mattel tested the product with focus groups that included children with a variety of gender identities.

[6] A 2017 survey conducted by the Pew Research Center found that approximately 76% of Americans supported girls pursuing interests perceived as masculine and approximately 64% of Americans supported boys pursuing interests perceived as feminine.

[7] A 2019 consumer survey of approximately 700 adult shoppers indicated that 25% expressed a positive view of gender-neutral toys and that 5% were interested in purchasing dolls from the Creatable World line as a holiday gift.

According to Eliana Dockerman, a staff writer for Time, some marketing materials included an "overt nod to trans and nonbinary identities" by including a group of children who used various pronouns and the usage of the slogan "A doll line designed to keep labels out and invite everyone in".

These dolls reinforce the idea that gender is “playful” and easy to switch around, accusations often leveled at trans youths.