See All the New Barbies From Curvy to Tall and Petite

The best-selling doll ever now has three new bodies: tall, petite and curvy versions will now be sold alongside the original model. Faced with changes in beauty ideals, shifting demographics and ongoing criticism of Barbie’s impossible proportions, Mattel decided to remake the iconic blonde. The new body shapes follow the addition of new skin tones and hair textures in 2015.

Read TIME’s Cover Story on Barbie and Body Image in America

Combined, the changes give Barbie a range of diverse looks that better reflect 21st century America. The endeavor was so secret, the company’s executives code named it “Project Dawn” (as in dawn of a new day), so that even their families wouldn’t know that Barbie was getting the most dramatic body transformation in her 57 year history. The new body shapes will be sold online starting January 28th at Barbie.com and will appear in retail stores later in 2016.

Subscribe to TIME

The Leadership Brief. Conversations with the most influential leaders in business and tech.

Please enter a valid email address.

* The request timed out and you did not successfully sign up. Please attempt to sign up again.

Sign Up Now

An unexpected error has occurred with your sign up. Please try again later.

Check the box if you do not wish to receive promotional offers via email from TIME.

You can unsubscribe at any time. By signing up you are agreeing to our Terms of Service and Privacy Policy. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Thank you!

For your security, we've sent a confirmation email to the address you entered. Click the link to confirm your subscription and begin receiving our newsletters. If you don't get the confirmation within 10 minutes, please check your spam folder.

Contact us at letters@time.com.