New Barbie Ad Features Young Boy Playing with Doll

Long gone are the days of G.I. Joe and Stretch Armstrong because toy-maker Mattel is now marketing Barbies to young boys.

A new commercial hit the web this week featuring a little boy playing with the new “Moschino Barbie,” and, boy, is she fierce!

“Moschino Barbie is so fierce!” the little boy yells in the advertisement. Barbie’s cell phone rings, and the boy says, “It’s for you, Moschino Barbie.”

Check it out below:

The move to insert a young boy falls in line with the national narrative that distinguishing gender between products for little boys and girls is “unnecessary” and “harmful.”

Target announced in August it is doing away with gender-based signage in some of its departments after some customers complained that the labels are putting gender limitations in childhood.

The Moschino Barbie sold out within an hour of its launch on Monday, and some are crediting the product’s success to the new gender-neutral advert.