The iconic Barbie doll is now available in several different body types, including a more full-figured version for the first time.
The "curvy" doll is meant to reflect a more realistic idea body image for young people.
The company's new campaign slogan is: "Imagination comes in all shapes and sizes. That's why the world of Barbie is evolving."
The brand has long faced criticism that its stick-thin female dolls promoted unhealthy body ideals, especially for girls. Barbie's male companion, Ken, has an athletic body.
Related story: Barbie Dreamhouse by Roksanda Ilincic and SHOWstudio
In addition to the three new body types, the 2016 Barbie Fashionista line includes seven skin tones, 22 eye colours, 24 hairstyles and "countless on-trend fashions and accessories".
"We are excited to literally be changing the face of the brand – these new dolls represent a line that is more reflective of the world girls see around them – the variety in body type, skin tones and style allows girls to find a doll that speaks to them," said Mattel senior vice president Evelyn Mazzocco.
Hairstyles include mohawks, afros, braids, curly and straight bobs, and some with unusual hair colours like blue and purple.
"With added diversity and more variety in styles, fashions, shoes, and accessories, girls everywhere will have infinitely more ways to spark their imagination and play out their stories," the brand added.
Mattel also owns iconic toy brands American Girl, Hot Wheels and Fisher-Price, among others.
Barbie has received a number of makeovers since she debuted in 1959. In the past few years, fashion designer Rei Kawakubo of Comme des Garçons created a new look for the doll and Roksanda Ilincic produced a Brutalist dystopian "dream house" for her.
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