If you google 'playing with Barbie' photos of young girls holding the doll will flood your page. But as of yesterday, this is no longer the case.
In a move to challenge gender stereotypes placed on children, toy giant Mattel has featured a boy in their campaign for a new doll created in collaboration with Italian fashion house Moschino.
The video sees the boy playing alongside two girls and describes his doll as "so fierce".
"This almost made me cry! I used to play with my sister's Barbies and felt such shame afterward," wrote one YouTube user in response to the advert. "I'm so glad we can just let kids be kids. Thank you for this! Boys like dolls too!"
Another said: "I'm Swedish and this reminds me of my homeland. So glad progressive values are finally taking root. I mean it's 2015, come on!"
The new doll, which costs $150 (£98), sold out less than an hour after they went on sale on Tuesday, American Vogue reports.
Mattel made headlines last month with its advert that encouraged girls to 'Imagine the possibilities' through playing with Barbie dolls of varying careers.
In the video, young girls assumed the position of professional women: one is a university professor, one a vet, while another coaches a male American football squad.
“We want to remind the world what Barbie stands for...This ongoing initiative is designed to remind today's parents that through the power of imagination, Barbie allows girls to explore their limitless potential,” Evelyn Mazzocco, global senior vice-president and general manager of Barbie, said at the time.
And it's no different for boys.