Interesting Things About… How To Market To Kids

Replicating reality seems to be the latest priority for toymakers, with several brands releasing new ranges that try to reproduce an accurate representation of the real world.

Here are three brands making shifts to be more in tune with reality:

lego
(lego.com)
  1. Lego’s Stay At Home Dad

The Lego City range will soon be gaining some new arrivals in the form of a stay at home Dad and a career driven Mum. The Lego figurine Dad will be dressed in a lumberjack shirt with a hipster beard, and the Mum will have slicked back hairstyle and will come equipped with a briefcase. Lego has said the new figures are an attempt to better represent the world we live in today.

 

dudes
(myfamilybuilders.com)
  1. MyFamilyBuilders

These toys come from a collaboration between an illustrator, a child psychologist, an educational specialist and a product designer. MyFamilyBuilder’s main priority is to represent all adults and children. Using magnetic connecting devices these characters can be combined in multiple ways to become representative of people of all ages, genders and ethnicities.

 

barbie
(kids.barbie.com)
  1. Curvy Barbie

This new line gained a lot of media attention when it was released earlier this year. The range encompasses 4 body shapes, 7 skin tones, 24 hairstyles and 22 eye colours , making her representative of a wide range of people.

 

Why is this interesting?

Toys have always acted as a gateway for children to let their imaginations run wild, and they are increasingly being allowed to imagine a world of rich diversity and nuance. Brands seem to be taking incredibly seriously their responsibility to represent the world accurately to children – we hope it enhances their powers to help kids build imaginative worlds that don’t adhere to any rules, rather than become something merely tokenistic.

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