New Trend Hunter Report: More Brands Advocate for Diversity & Inclusion
August 16, 2021 | TrendHunter.com’s latest free report invites Toy Association members to explore how brands are championing diversity and inclusion through the products and campaigns they create.
"This report further backs the trend we are seeing toward businesses developing more socially conscious products,” said Anne McConnell, senior director of market research & data strategy at The Toy Association. “Our members are encouraged to use the report for inspiration as they look to lend more support to marginalized communities through their products, platforms, and communities."
Key consumer insights from the “Diversity & Inclusion” report include:
- Gender Neutral Toys – Toy brands are releasing gender-neutral versions of toys that were once typically marketed to one gender, in response to changing social norms and understandings of gender in North America in particular. Recently, Hasbro rebranded its classic Mr. Potato Head line to simply Potato Head to better reflect today’s modern families and promote gender equality and inclusion.
- Accessible Package – Brands are prioritizing accessible packaging with more inclusive design features such as labels with braille and product-detecting apps. In the UK, Kellogg's is working with the Royal National Institute of Blind People to support shoppers with sight loss and make it easier for them to find the products they need with a smartphone technology that automatically detects products like Cocoa Puffs in stores.
- In-Game Inclusion – Everything from real-time language translators to history-based, anti-racist storylines are making the gaming industry more inclusive of a range of demographics. Gillette Venus unveiled its Summer Skinclusive line in a "quarantine-friendly" campaign that targeted consumers virtually on a digital island in Nintendo’s Animal Crossing. The campaign includes over 250 diverse skin representations with 19 different skin types and eight in-game skin tones.
The report also highlights more specific examples such as diversity-focused building sets like LEGO's Everyone is Awesome set and inclusive kids show capsule collections like the Teletubbies Pride collection developed by WildBrain, both of which were launched in celebration of Pride Month.
This report is the latest in a series from Trend Hunter offering in-depth perspectives and trends in various areas related to the toy industry and youth markets to help spark unique ideas. For additional relevant trends, toy companies can click on the report’s consumer insights examples, scroll down, and click the images for further information.
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