“A lot of people asked where they could buy normal Barbie,” Lamm told TIME. “But no one could buy it because it didn’t exist.”

So rather than just waiting for some other toy company to bring a Barbie with realistic proportions to life, he decided to do it himself. Wednesday, Lamm launched his own Kickstarter of sorts to raise $95,000 to begin production on a doll that has a real woman’s proportions. The line is called Lammily and its tagline is: “Average is beautiful.”