But it's not the first "breastfeeding doll". There have been breastfeeding dolls for millennia -- it's one of the things that girls brought up in a breastfeeding-normalised environment tend to do with their dolls.
What it is is the first "you need special equipment to breastfeed a doll" doll. In that respect it seems more akin to the "let's make money out of breastfeeders as well as formula feeders by convincing them that they need lots of Stuff" movement recently indulged in by Boots, Avent, etc.
But maybe I'm just not a smart parent...