About the campaign


The #ToysAndDiversity campaign launched in 2016 aims at detecting and putting a light on gender stereotypes in toys catalogues and shops but it also aims at showing whether the toys are inclusive towards children with disabilities and with migrant background.

As every year in the pre-Christmas period, we trigger a wave of our Toys&Diversity campaign on Twitter and Facebook. 2016 was about stereotype hunting, and 2017 year was about stereotype boycotting. This year would like to go operational and call on our social media communities to reflect when buying toys, help them see stereotypes and think critically when buying toys. Join our actions, share our messages on social media using the #toysanddiversity hashtag!


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Background information


Six key Principles

On the basis of a study of Toy catalogues across 9 countries conducted in 2016 (see below), COFACE Families Europe developed six key principles with a view to raising awareness of our key concerns in relation to toy marketing and advertising. The headline principles are the following:

  1. Let children decide what they want to play with: No more division into boys and girls sections.
  2. Do not channel children into stereotyped professions and life patterns: Let them play to be whomever they want to be.
  3. Join your voice to end gender-based violence and bullying: promote non-violent images and behaviours.
  4. Represent families in their diversity.
  5. Children with disabilities play too: stop their invisibility and include them in the toy world.
  6. Children with a diverse racial background: let’s move to a fair representation.

More information about our 6 key principles

We invite you to use this banners on Social Media with the #ToysAndDiversity hashtag.






The Study (2016)

Download our Study on Toys catalogues in Europe: Making or Breaking Stereotypes