Since 2016 when COFACE Families Europe published a European study of toy catalogues “Making or breaking stereotypes?”, we published 6 Toys & Diversity principles.
In 2020, Toy Industries of Europe (TIE) launched the Play for Change Awards to celebrate toy makers who help kids confidently navigate the world around them. Toy makers know the power their ‘tools of play’ can have over children and they are choosing to use that power for a very positive change.
OPINION: Transforming marketing and advertising of toys through positive portrayals of children in all their diversity
The toys children play with have a powerful impact on the way they perceive the world. Presenting positive portrayals of children in all their diversity is crucial: toy companies should take a transformative approach to ensure their toys and associating marketing are diverse.
The first Europe-wide survey on Toys and Diversity (T&D survey) It was developed and translated by COFACE members into 13 languages.
These six principles offer a critical view of the world of toy catalogues, informing of potential risks and concerns among parents and families.