PHOENIX -- Right now in the Valley, some fertility doctors are helping parents decide the sex of their unborn children. But Dr. Mark Johnson said selecting embryos for non-medical reasons is unethical.

"If creating Barbie and Ken doll children is shallow and superficial, than that's what I would say," said Johnson.

New York Fertility Specialist Dr. Jeffrey Steinberg says by next year he will offer sex selection with 100 percent accuracy and eye color with 80 percent accuracy.

The controversial fertility doctor wants to help parents design their children.

Everything from the sex of the child to eye and hair color.

"I think it's extremely unethical that's the point of having a child," said Phoenix resident Anna Giroux. "You don't know what it's going to look it."

The technology is called pre-implantation genetic diagnosis or PGD. At Arizona Reproductive Medicine Specialists, Johnson uses it to help parents screen for genetic diseases -- anything else he says is unethical.

"What are you going to do with the embryos that have been selected out, that don't happen to have the blonde hair, the blue eyes," said Johnson.

He says right now the technology is there for doctors to select eye and hair color genes.

"I don't think people should be able to chose whether they have green eyes, blues red hair brown hair," said Phoenix resident Matthew Field. "It's going overboard."

But Phoenix resident Don Cook said it should be left up to the parents.

"A private decision between them and their doctor," Cook said. "It's not my place to judge."

Some worry it could from selecting hair and eye color to designing baby who will one day be 6 feet 5 inches tall.

"The possibility might be there, but once again just because we can, should we," Johnson said.

Different state legislators monitor reproductive activities. Johnson believes because of the California mother of octuplets, this debate may be pushed back at least a year.