( NewsNation) — For the first time, the parent company of Barbie released a Diwali-themed doll to recognize the upcoming Hindu holiday — and sold out online in less than 24 hours.

In celebration of the five-day Hindu festival of lights known as Diwali, Mattel has lit up the Barbie universe with its first-ever Diwali doll. The company’s launch of the doll comes a few weeks ahead of the holiday’s start in late October.

( The Hill) — Mattel is introducing its first Diwali Barbie doll, which the company says is being released as part of its “commitment to promoting celebrations of heritage.” The doll, unveiled on Friday, is a collaboration with Indian fashion designer Anita Dongre.