Lammily doll's got a new fashion accessory - and it's far more important than any handbag or pair of shoes.
The Barbie-esque doll, which has previously been praised for having "normal" proportions (based on the average 19-year-old woman) as well as cellulite and stretch marks, now comes with sanitary towels.
The creator of the doll, Nickolay Lamm, said that he wants Lammily to help normalise periods and remove the stigma surrounding them.
"It’s just what happens in real life," he told TIME. "We wanted to put it on the doll so it’s not a scary thing."
Lamm worked closely with his mother to create the menstruation extension kit which has been called Period Party.
The set comes with 19 coloured pads (complete with snazzy patterns), an educational leaflet explaining how periods work, as well as a spare pair of underwear and a calendar with small stickers to enable girls to track their period.
Mags Sikora, co-founder of PeriodBox, tells HuffPost UK Lifestyle that periods are still very much taboo and, as a result, she believes the doll is a good idea.
"On average, most girls start their periods when they're around 12 or 13 years old, but periods are possible as early as age eight," she says.
"We should not wait until our daughters get their periods to talk about menstruation, that's too late and unfortunately menstruation can be a difficult subject to talk about - especially with preteen girls.
"In my opinion it makes so much sense to introduce young girls to the subject of menstruation using a doll."
But she adds that if the audience is younger than eight, then it might not be suitable.
"What is the targeted audience age of those dolls?" she asks. "I am not entirely sure a conversation about periods at the age of four would really help.
"In the end, it is down to the parent to decide when is the most appropriate time for buying the kit. The question is, will she still play the doll when that time arrives?"
The doll has previously received awards for promoting positive body image and setting a brilliant example to girls everywhere.
Lamm told Today.com: "If a doll has pads, how can [menstruation] be taboo? Periods are such an integral part of a woman's life, just like a healthy part of it.
"It shouldn't have to be swept under the rug."