How do you create a line of dolls for girls in a time when gender-specific toys have become a hot-button topic?

How do you create a line of dolls for girls in a time when gender-specific toys have become a hot-button topic? Well, you could consult feminists, academics, and other influencers to make sure you get it right. That’s exactly what Mattel did to develop their new line of DC Super Hero High dolls, female action figures made for girls 6-12-years-old. The result is a collection of dolls who look “strong and athletic,” wear existing hero colors (not pink), and aren’t “too girly.” (PSFK)