( 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 Diwali doll, created in collaboration with fashion designer Anita Dongre, features traditional elements and will cost $40.