The new Barbie dolls are part of a limited release sold exclusively on high-end retailer Net-a-Porter, and were accompanied by an eight-piece collection of life-sized versions of the clothes. The stock of about 700 Barbies, priced at $150 a piece, sold out in under an hour when it went live on Nov. 9. The dolls are now popping up on eBay for $400 to $800.

Barbie x Moschino
Sold out.
Image: Barbie/Mattel

It’s fitting that Moschino is the company breaking gender barriers with Barbie. The fashion label’s designer is Jeremy Scott, a man who has showed nothing less than an obsession with pop culture—and Barbie. In September of last year, his spring-summer collection took some very literal inspiration from the toys and looked like a parade of Barbies come to life.

“The thing I love about Barbie is that she is the ultimate muse and inspired me to become a designer,” Scott told People magazine recently.

A model walks the runway during the Moschino show as a part of Milan Fashion Week Womenswear Spring/Summer 2015 on September 18, 2014 in Milan, Italy.
Scott’s real-life Barbie dolls.
Image: Pier Marco Tacca/Getty Images

That more inclusive approach fits nicely with a wider trend in both fashion and toys toward gender neutrality. Target, for instance, recently said it would stop separating toys and bedding into “Girls” and “Boys,” and in the fashion world, gender-neutral clothing has been all over the runway.

Though it wasn’t Mattel that conceived the ad, it might have pleased co-founder Ruth Handler, who created the original Barbie doll. “My whole philosophy of Barbie was that through the doll, the little girl could be anything she wanted to be,” Handler once said. “Barbie always represented the fact that a woman has choices.”

The ad suggests that when it comes to Barbies, little boys have choices too.

📬 Sign up for the Daily Brief

Our free, fast, and fun briefing on the global economy, delivered every weekday morning.