Step aside Barbie, there's a new kid in the doll's house.
And rather that tottering around in high heels and instilling unhealthy attitudes to body image among young girls (we're looking at you again, Barbie), this doll has got her heart - and liver - in the right place.
Lammily, whose motto is 'average is beautiful', represents normal-sized women and aims to send healthy messages about appearance.
The doll is the creation of artist Nickolay Lamm, who hit the headlines last year for his creation of normal Barbie.
Lamm is also being helped by former vice president of manufacturing at Mattel, Robert Rambeau, who is helping to find high quality manufacturers to get the doll made to the correct standard.
"After my 'Real Barbie' project I received a lot of emails asking me to create a doll like this," Lamm told HuffPost UK Lifestyle.
"I used the original body as a base to create Lammily, but redesigned everything from the face, to the hair, to the articulation. I wanted her to have that sweet 'girl next door' look."
Lamm has launched his own crowd-funding campaign to help fund his project, he says he needs $95,000 to begin production on a doll.
Lammily's body proportions are based on data taken from the U.S. Centers for Disease Control - a resource which is typically used to track the American obesity epidemic - and represent on the average measurements for a 19-year-old woman.
The doll also wears minimal make-up and comfortable clothes (including denim shorts and white trainers).
Lammily promotes a healthy lifestyle. She has articulated wrists, knees, elbows, and feet.
"Right now, there is no doll like this on the market. My goal is to make an affordable doll, which promotes realistic beauty standards, and that's something which doesn't exist yet," he told HuffPost UK Lifestyle.
He added: "The message about body image targets parents of daughters. Many young girls do not care about body image, they just want a fun doll to play with. This initial campaign is aimed more towards parents, but the future depends on young girls wanting to play with Lammily.
"I spent lots of time and research to create a doll which daughters are going to love. She isn't just a doll with typical body proportions, she's a fun doll which just happens to have typical body proportions. And everything from the packaging, to future ad campaigns, to future online interactive worlds, will be designed to appeal to kids."
Suggested For You
SUBSCRIBE AND FOLLOW
Get top stories and blog posts emailed to me each day. Newsletters may offer personalized content or advertisements.Learn more