From the Kickstarter page:
Yuna and the Dream Big Friends doll line was inspired by our own children's interactions with mass market toys. We took note of how these toys are marketed and merchandised at retail, and in turn, how they influence, inspire, and leave impressions upon kids everywhere.Awesome.
Instead of creating an "anti-fashion doll", we set out to focus on imaginative play, which is what toys are really there for, and create something we would feel really good about giving to our kids.
High grade materials and super attention to quality and design were important factors when creating Yuna from the ground up. Yuna is a 10-inch, fully articulated doll with real fabric clothing and accessories. We put our all into making her the best doll possible.